2. CONTENTS
Introduction of evaluation and control of
marketing efforts.
Steps in the control process.
Methods of marketing control.
Major marketing control techniques.
Marketing Evaluation Techniques.
Reference.
Conclusion.
3. INTRODUCTION
The evaluation and control section contains
performance standards against which to measure
the marketing plan and company performance.
This section also provides information on what
action should be taken if the marketing goals and
objectives are not met.
4. 1. GOAL SETTING
2. PERFORMANCE MEASUREMENT
3. PERFORMANCE DIAGNOSIS
4. CORRECTIVE ACTION
STEPS IN THE CONTROL PROCESS
5. Methods of Marketing Control
1.ANNUAL PLAN
CONTROL
2.PROFITABILITY
CONTROL
3. EFFICIENCY
CONTROL
4.STRATEGIC
CONTROL
6. 1.ANNUAL PLAN CONTROL
1. Analysis of
Sales:
2. Analysis of
Market Share:
3. Analysis of
Market Expenses-
to-Sales:
4. Financial
Analysis:
5. Analysis of
Customer and
Shareholder
Attitudes:
7. 2.PROFITABILITY CONTROL
Companies should measure the profitability of
their products, customer groups, segments, trade
channels, and order size to help determine whether
to expand, reduce or eliminate any products or
marketing activities.
9. 4.Strategic Control:
2. The Marketing
Audit:
1. The Marketing
Effectiveness
Review:
4. The Ethical and
Social Responsibility
Review:
3. The Marketing
Excellence Review:
10. Type of
control
PRIME
RESPONSIBIL
ITY
PURPOSE OF
CONTROL
APPROACHES
Annual plan
control
Top
management
Middle
management
To examine whether
the planned results
are being achieved
• Sales analysis
• Market share
analysis
• Financial
analysis
Profitability
control
Marketing
controller
To examine where
the company is
making and losing
money
Profitability by:
•Product
•Territory
•Customer
•Segment
•Trade channel
11. Type of
control
Prime
responsibility
Purpose of
control
Approaches
Efficiency
control
Line and staff
management
Marketing
controller
To evaluate and
improve the
spending efficiency
and impact of
marketing
expenditures
Efficiency of:
•Sales force
•Advertising
•Sales promotion
•Distribution
Strategic
control
Top
management
Marketing
auditor
To examine whether
the company is
pursuing its best
opportunities with
respect to markets,
products and
channels.
•Marketing
effectiveness
rating.
•Marketing audit
•Marketing
excellence review
•Company ethical
and social
responsibility
12. MAJOR MARKETING CONTROL TECHNIQUES
1. Competitor analysis
2.Customer analysis:
3.Testing research:
14. Definition of Marketing Evaluation
Techniques used after the marketing plan
period to analyze success in achieving
individual marketing objectives and to
more broadly assess the entire
organization’s marketing efforts
15. WAYS TO EVALUATE MARKETING EFFORT
ROI
Sales Numbers: Reading the numbers can be the
fastest and most basic way to determine whether
your plan is working.
Customer Response: Customer response helps in
analyzing marketing response in all its varied forms
Expansion: If marketing reach is expanding, the
effectiveness of the plan is the probable cause.
16. Partner Response: Partner feedback reveals the
effectiveness of your efforts in relation to associated
brands, suppliers and vendors
Salespeople: salespeople are a barometer for the
measurement of marketing effectiveness.
Competitor Response: The actions of your competitors
can often be very telling when it comes to the success
or failure of your marketing plan
