1) The document discusses various types of marketing controls including opportunity control, efficiency control, and value control. 2) It also examines different types of competition that companies face, such as horizontal, vertical, and intertype competition as well as channel system competition. 3) The document lists factors for companies to consider in their marketing planning such as target markets, product positioning, pricing, distribution, promotion, and monitoring of results.

3. Marketing
Controls
Planning Control
Opportunity
Control
Efficiency Control
Value Control

4. 1

5. 1.
2.
3.
2

6. 1.
2.
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4. 3

7. 1.
2.
3.
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4

8. 2.
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9. 1. recession)
6

10. 2. inflation)
2
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7

11. 3. deflation)
4.
8

12. 4
1 horizontal
competition)
KFC Pizza Hut 7-Eleven
am-pm
2 vertical
competition)
IBM
IBM
3 intertype9
competition)

13. 4
channel system competition)
10
1.

14. 5.
6.
7.
8.
9.
10.
11

15. 2.
3.
1.
3
1.1
1.2 12

16. 2.
2.1
2.2
2.3 13

17. 14

18. 15

19. 16

20. 17