MARKETING CONTROL SYSTEMS

MARKETING CONTROL SYSTEMS www.aravindts.com

MARKETING IS NOT ANY CONTROLLED ACTIVITY WHICH CAN BE PERFORMED IN AN INSULATED LAB.

It is very important for a marketer to have a good knowledge of customer’s perception for the firm and for the competitor firms, his satisfaction level, marketing effectiveness, sales, market share, profits, etc.

ROLE OF MARKETING CONTROL- 1/4

Establishing Standards for Marketing Appraisal

ROLE OF MARKETING CONTROL- 2/4

Effective Performance Measurement

ROLE OF MARKETING CONTROL- 3/4

Determining the Strengths and Weaknesses of Marketing Programmes

ROLE OF MARKETING CONTROL- 4/4

Setting up Corrective Mechanisms

TYPES OF MARKETING CONTROL

TYPES OF MARKETING CONTROL

CONTROL PROCESS

MARKETING AUDIT It is a comprehensive, periodic, independent and systematic analysis of

— firms objectives

— marketing environment

— strategies and

— activities for determining the various areas of problems

— opportunities and suggesting appropriate course of action for overall increase in sales and productivity.

FEATURES OF MARKETING AUDIT 1/4

1. Comprehensive and Functional

a) Horizontal Audit Tracking a process from one end to other end is the main activity performed under this audit.

b) Vertical Audit

When a detailed analysis of a single aspect of the company’s marketing strategy (such as product planning) is done, it is regarded as vertical auditing.

FEATURES OF MARKETING AUDIT 2/4

II. Systematic : A corrective action plan must be implemented after the diagnosis which should include both short-term and long-term actions by which the overall marketing effectiveness of a firm can be significantly improved.

FEATURES OF MARKETING AUDIT 3/4

III. Independent: Marketing audits are of independent nature as there are mainly six methods by which the marketing audit can be conducted

i) Self-audit,

ii) Audit from across,

iii) Audit from above

FEATURES OF MARKETING AUDIT 3/4

IV. Periodic: When audits are conducted periodically, companies gain a healthy competitive position in the market.

PROCESS OF MARKETING AUDIT

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