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EVALUATING
MARKETING
PERFORMANCE
Part 1
UNIT – 8
PART 1 UNIT 8
The ways and means or the techniques and
devices that are employed to assess the
marketing performance over a given period are
classified into four broad categories by
Professor Philip Kotler
Types of Marketing Control Process
• There are four types of marketing controls:
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
Annual Plan Control
• Annual plan control is the monitoring of
current marketing efforts and results to ensure
that the annual sales and the profit goals are
achieved.
• Annual plan control signifies continuous
ongoing performance verification against the
annual plan and taking the necessary corrective
actions.
Annual Plan Control Process
• Setting Monthly or quarterly targets
• Monitoring actual performance
• Identifying serious deviations
• Taking corrective actions
Annual Plan Control Tools
• Five tools are considered in annual plan
control process:
• Sales Analysis
• Market Share analysis
• Market expense analysis
• Financial Analysis [Ratio Analysis]
• Customer Attitude tracking [through surveys]
Profitability Control
• Profitability control is to determine the actual
profitability of the firm’s products, territories,
market segments and trade channels.
• Profitability control is exercised to examine
whether the company is making and losing the
money.
Profitability Control
• This profitability control information is so vital
to the management that it is possible to take
discerning decisions on expansion, contraction
or suspension of marketing activities.
• Profitability control or profit analysis refers to
the study of profit generated and contribution
made to it by different products, regions and
the customers.
Efficiency Control
• Efficiency control is the task of improving the
efficiency of such marketing activities as
personal selling, advertising, sales-promotion
and distribution.
• Efficiency control is undertaken to evaluate
and improve the spending efficiency and
impact of marketing expenditures on the
marketing operations.
Efficiency Control
• The responsibility rests with the marketing
controller and marketing departmental line and
staff people.
• There is close relationship between
profitability and efficiency. Poor profits mean
less efficient management of sales-force,
advertising, sales-promotion and physical
distribution.
Efficiency Control
• These four areas are analyzed for efficiency
control:
Sales efficiency
Advertizing efficiency
Sales promotion efficiency
Distribution efficiency
Strategic Control
• Strategic control is the crucial task of making
sure that the company’s marketing objectives,
strategies and systems are optimally adapted to
the current and forecasted marketing
environment.
• Strategic control refers to the in-depth study
undertaken to examine whether the company is
pursuing its best opportunities with respect to
markets, products and channels.
Strategic Control
• It is the responsibility of the top management
and the marketing auditor.
• Such an investigation is a must because;
marketing is an area where rapid obsolescence
of objectives, policies, strategies and
programmes is a regular possibility.

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Unit 8 part_1_evaluating_marketing_performance

  • 2. PART 1 UNIT 8 The ways and means or the techniques and devices that are employed to assess the marketing performance over a given period are classified into four broad categories by Professor Philip Kotler
  • 3. Types of Marketing Control Process • There are four types of marketing controls: Annual Plan Control Profitability Control Efficiency Control Strategic Control
  • 4. Annual Plan Control • Annual plan control is the monitoring of current marketing efforts and results to ensure that the annual sales and the profit goals are achieved. • Annual plan control signifies continuous ongoing performance verification against the annual plan and taking the necessary corrective actions.
  • 5. Annual Plan Control Process • Setting Monthly or quarterly targets • Monitoring actual performance • Identifying serious deviations • Taking corrective actions
  • 6. Annual Plan Control Tools • Five tools are considered in annual plan control process: • Sales Analysis • Market Share analysis • Market expense analysis • Financial Analysis [Ratio Analysis] • Customer Attitude tracking [through surveys]
  • 7. Profitability Control • Profitability control is to determine the actual profitability of the firm’s products, territories, market segments and trade channels. • Profitability control is exercised to examine whether the company is making and losing the money.
  • 8. Profitability Control • This profitability control information is so vital to the management that it is possible to take discerning decisions on expansion, contraction or suspension of marketing activities. • Profitability control or profit analysis refers to the study of profit generated and contribution made to it by different products, regions and the customers.
  • 9. Efficiency Control • Efficiency control is the task of improving the efficiency of such marketing activities as personal selling, advertising, sales-promotion and distribution. • Efficiency control is undertaken to evaluate and improve the spending efficiency and impact of marketing expenditures on the marketing operations.
  • 10. Efficiency Control • The responsibility rests with the marketing controller and marketing departmental line and staff people. • There is close relationship between profitability and efficiency. Poor profits mean less efficient management of sales-force, advertising, sales-promotion and physical distribution.
  • 11. Efficiency Control • These four areas are analyzed for efficiency control: Sales efficiency Advertizing efficiency Sales promotion efficiency Distribution efficiency
  • 12. Strategic Control • Strategic control is the crucial task of making sure that the company’s marketing objectives, strategies and systems are optimally adapted to the current and forecasted marketing environment. • Strategic control refers to the in-depth study undertaken to examine whether the company is pursuing its best opportunities with respect to markets, products and channels.
  • 13. Strategic Control • It is the responsibility of the top management and the marketing auditor. • Such an investigation is a must because; marketing is an area where rapid obsolescence of objectives, policies, strategies and programmes is a regular possibility.