MARKETING CONTROL TECHNIQUES

MARKETING CONTROL

There are four types of marketing control, each of which has a different purpose: annual-plan control, profitability control, efficiency control, and strategic control.

1. Annual-plan control:The basis of annual-plan control is managerial objectives—that is to say, specific goals, such as sales and profitability, that are established on a monthly or quarterly basis. Organizations use five tools to monitor plan performance. The first is sales analysis, in which sales goals are compared with actual sales and discrepancies are explained or accounted for
2. market-share analysis: A second tool is market-share analysis, which compares a company’s sales with those of its competitors. Companies 

SOME IMPORTANT OTHER TOOLS ARE

1. Profitability control, with regards to different markets, products, distribution channels or customer groups;
2. Efficiency control, in terms of advertising or promotional campaigns;
3. Strategic control, in the shape of marketing audits, marketing excellence or marketing ethics and social responsibility assessments.