The document discusses evaluation and control of marketing research. It introduces the topic and outlines steps in the control process and methods of marketing control and evaluation techniques. Major techniques discussed include defining marketing goals and objectives and determining actions to take if goals are not met. Methods to evaluate marketing research are also outlined, including return on investment, sales numbers, customer response, expansion, partner response, salespeople feedback, and competitor response.

1. EVALUATION
AND CONTROL
OF MARKETING
RESEARCH
BY
SANDEEP MADHAV
20031E0051.

2. CONTENTS
 Introduction of Evaluation and Control of
Marketing Research. (ECMR)
 Steps involved in control process.
 Methods of Marketing Control.
 Major Marketing Control Technique.
 Marketing Evaluation Technique.
 Reference.
 Conclusion.

3. INTRODUCTION
 The Evaluation and Control section contains
performance standards against which to measure the
marketing plan and company performance.
What action to
be taken if the marketing goals and objectives are not met.

14. Definition of Marketing Evaluation
 Techniques used after the marketing plan
period to analyze success in achieving
individual marketing objectives and to more
broadly assess the entire organization’s
marketing efforts.

15. WAYS TO EVALUATE MARKETING RESEARCH
 ROI
 Sales Numbers: Reading the numbers can be
the fastest and most basic way to determine
whether your plan is working.
 Customer Response: Customer response
helps in analyzing marketing response in all its
varied forms.
 Expansion: If marketing reach is expanding, the
effectiveness of the plan is the probable cause.

16.  Partner Response: Partner feedback
reveals the effectiveness of your
efforts in relation to associated
brands, suppliers and vendors.
 Sales People: Sales people
are a barometer for the
measurement of marketing
effectiveness.
 Competitor Response: The actions of your competitors can
often be very telling when it comes to the success or failure of
your marketing plan.

17. REFERENCES
S SANDEEP M.tech
sirimallasandeep@yahoo.com

18. Thank You.