cont

Conconc
Controlling Marketing Activities
2
The Control Process
Goal setting
What do we want to achieve?
Performance measurement
What is happening?
Performance diagnosis
Why is it happening?
Corrective action
What should we do about it?
3
Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
Strategic control
Annual plan control
To examine whether planned results are
achieved
Approaches
Sales analysis
Market share analysis
Expense to sales ratios
Financial analysis
Market based scorecard analysis
4
Profitability control
To examine whether the company is
making or losing money
Apporaches
Product
Territory
Customer
Segment
Channel
5
Efficiency control
To evaluate and improve the spending
efficiency and impact of marketing
expenditure
Efficiency of sale force, advt, sales
promotion
Percentage of order filled correctly
Number of billing errors
6
Strategic control
To examine whether the company is
pursuing its best opportunities with
respect to markets, products and
chanels
Apporaches
Marketing audit
Marketing excellence review
Ethical and social responsibility review
7
8
Marketing Audit
Comprehensive, systematic, independent
periodic examination of
a companys or business units marketing
environment, objectives, strategies, and
activities
with a view to determining
problem areas and opportunities,
&
recommending
a plan of action to improve
the companys marketing performance.
9
Characteristics of Marketing
Audit
Comprehensive
Systematic
Independent
Periodic
Components of Marketing Audit
Macro Task Strategy
Audit
Mkt orgn
Audit
Marketing
System
Audit
Marketing
productivity
Audit
Marketin
g
Function
Demographic Markets Business
Mission
Formal MIS Profitability
analysis
Product
Economic Customers Mktg
Objectives &
goals
Functional
efficiency
Marketing
planning
systment
Cost
effectiveness
Price
Environment Competitors strategy Interface
Efficiency
Marketing
Control
System
Distribution
Technological Distribution
and dealers
New Product
Devpt System
Marketing
communicat
ion
Political Suppliers Sales force
cultural Facilitators
Publics
10
Marketing excellence review
Distinguish poor/good and excellent
business and marketing practices
Reports strength/weakness
11