This document outlines methods for evaluating and controlling marketing efforts, including setting goals, measuring performance, diagnosing issues, and taking corrective actions. It discusses annual plan control, profitability control, efficiency control, and strategic control as the main methods. Key techniques mentioned include competitor analysis, customer analysis, testing research, customer feedback, and cost analysis. The document also defines marketing evaluation and lists ways to evaluate marketing efforts such as ROI, sales numbers, customer response, expansion, partner response, salespeople feedback, and competitor response.