Tools available to help companies monitor and improve their marketing activities include marketing control, annual plan control, profitability control, efficiency control, and strategic control. Marketing control assesses the effects of marketing activities and programs and makes necessary changes. Annual plan control ensures companies achieve sales, profit, and other annual goals. Profitability control measures profitability of products, territories, and customer groups to determine if any should be expanded, reduced, or eliminated. Efficiency control evaluates spending efficiency and impact of marketing expenditures. Strategic control periodically reassesses a company's strategic market approach through a marketing audit.