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Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived.
Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived.
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Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived.
Авторское право:
Attribution Non-Commercial (BY-NC)
Доступные форматы
Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
Ashutosh Upadhyay [7] Chirag Jasoliya [13] Iti Rani [18] Manisha Kumari [25] Nilesh Radadiya [31] Vinayraj Jangid [54] Marketing control There is no planning without control.
Definition of Marketing control :
“Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived at your destination.” Process of Control Type of Control Prime Purpose of Control Approches Responsibility 1. Annual Plan • Top To examine whether • Sales analysis Control Management the planned results are • Market Share • Middle being achieved. analysis Management • Sales-to-expense ratios • Financial analysis • Market-based scorecard analysis 1. Profitability Ratio Marketing Controller To examine where the Profitability by: company is making and •Product losing money. •Territory •Customer •Segment •Trade Chennel •Order Size 1. Efficiency Control Line and Staff To evaluate and Efficiency of: management improve the spending •Sales force Marketing Controller efficiency and impact of •Advertising marketing expenditure. •Sales Promotion •Distribution 1. Strategic Control Top Management To examine whether • Marketing- Marketing Auditor the company is effectiveness rating pursuing its best instrument opportunites with • Marketing Audit respect to markets, • Marketing products and chennels experience review • Company ethical and social responcibility