MARKETING

CONTROL

Introduction
Marketing Control means control over
- salesmen,
- advertising control,
- selling cost control,
- distribution cost control and,
- control over sales organisation etc.
In short, marketing control refers to
the control over every activity related
to marketing and sales and to see
whether these activity were going on
as planned and whether they result
into high profitability

Meaning & Definition

"Marketing control is the process of
measuring and evaluating the
results of marketing strategies and
plans and taking remdial actions to
ensure that marketing objectives
are achieved
- Philip kotler

Marketing Audit
Marketing audit - means
systematic,
critical
and
objective observation and
evaluation
of
marketing
operations as a whole

The objective / Ulility / Need of

Marketing control
Marketing control aims at achieving the
following objectives:
1. Control over Selling CostsIt is due to competition in the market that the
selling cost in the price of the products are
going high. It is estimated that selling &
distribution cost account for about 25% of the
market price of the product. For consumer
product the proportion is 50% to 60%.
Therefore any of the two measures should be
taken to reduce selling cost:

1. Negative measures:
Which aims at reducing selling cost, but keeping total
sales constant at their current level.
2. Postive Measures:
Which aims at increasing total sales, keeping selling
costs
constant at existing level.

2. To Maintain Equilibrium in the

marketing Activities.
In absence of marketing control sales of only those
products will be high which can be easily marketed. While
there may some products which Co. can produce easily
but their marketing is too difficult to handlde.
Such disequilibrium in sales neccessitates marketing
control.

3. To Maintain Equilibrium among different

Sales.
Control over the performance of the
salemen.
To make sales planning effective

Advantages/Importance of
Marketing Control

Faster Sales.
Successful implementation of marketing
plans.
Reduction in cost.
Improvement in channels of distribution.
Regional balance of sales.
Management of the success of marketing
programmes.
Prestige of the company increases.
Information for decision making.

Thank You