marketing control
Quick Summary
Marketing control is a crucial part of the marketing process, ensuring that strategies remain effective and achieve their objectives in a constantly changing market. It involves evaluating marketing programs periodically to confirm they are meeting goals.123
There are four main types of marketing control:
* Annual-plan control: Compares actual performance against specific monthly or quarterly goals, using tools like sales analysis and market-share analysis.3
* Profitability control: Assesses the profit-earning capacity of different products and customer groups to help allocate resources effectively.2
* Efficiency control: Analyzes micro-level marketing elements like sales force, advertising, and distribution to improve productivity and cost-effectiveness.1
* Strategic control: Focuses on ensuring the company's overall marketing strategy aligns with its objectives and the market environment.
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