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Marketing Control

Marketing control refers to evaluating marketing strategies and plans, and ensuring marketing objectives are achieved. It aims to control selling costs, maintain equilibrium in marketing activities and sales performance, and implement marketing plans successfully. Marketing control provides advantages like faster sales, reduced costs, improved distribution, regional sales balance, management of marketing program success, increased company prestige, and information for decision making.

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Farida Mandviwala
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1K views9 pages

Marketing Control

Marketing control refers to evaluating marketing strategies and plans, and ensuring marketing objectives are achieved. It aims to control selling costs, maintain equilibrium in marketing activities and sales performance, and implement marketing plans successfully. Marketing control provides advantages like faster sales, reduced costs, improved distribution, regional sales balance, management of marketing program success, increased company prestige, and information for decision making.

Uploaded by

Farida Mandviwala
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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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

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