what tools are available to help companies monitor and improve their marketing activities?
TRANSCRIPT
MARKETING CONTROL
THE PROCESS BY WHICH FIRMS ASSESS THE EFFECTS OF THEIR MARKETING ACTIVITIES AND PROGRAMS AND MAKE NECESSARY CHANGES AND ADJUSTMENTS
ANNUAL PLAN CONTROLIT ENSURES THAT THE COMPANY ACHIEVES THE SALES, PROFITS AND OTHER GOALS ESTABLISHED IN ITS ANNUAL PLAN
PROFIATABILITY CONTROLCOMPANIES MEASURE PROFITABILITY OF THEIR PRODUCTS, TERRITORIES, CUSTOMER GROUPS, AND OTHERS TO DETERMINE WETHER TO EXPAND, REDUCE OR ELIMINATE ANY PRODUCTS OR MARKETING STRATEGIES
EFFICIENCY CONTROLARE THERE MORE EFFICIENT WAYS TO MANAGE THE SALES FORCE, ADVERTISING, SALES PROMOTION AND DISTRIBUTION?
EFFICIENCY CONTROL
TO EVALUATE AND IMPROVE THE SPENDING EFFICIENCY AND IMPACT OF MARKETING EXPENDITURES
STRATEGIC CONTROLEACH COMPANY SHOULD PERIODICALLY REASSESS ITS STRATEGIC APPROACH TO THE MARKET PLACE WITH A GOOD MARKETING AUDIT
STRATEGIC CONTROL
TO EXAMINE WHETHER THE COMPANY IS PURSUING ITS BEST OPPURTUNITIES WITH RESPECT TO MARKETS,
PRODUCTS AND CHANNELS