Marketing control is the process of assessing marketing activities and programs and making necessary adjustments. It includes annual plan control, profitability control, efficiency control, and strategic control. Strategic control is exercised by top management and consists of marketing effectiveness reviews and marketing audits to review objectives, strategies, and programs. A marketing audit is a comprehensive, systematic, and independent examination of a company's marketing environment, objectives, strategies, and activities to identify problems and opportunities for improved performance.

1. Marketing Control
Dr. Gopal Thapa
Tribhuvan University
Email:thapazee@gmail.com

2. Marketing Control
• Marketing control is the process by which firms assess the effects of
their marketing activities and programs and make necessary changes
and adjustments
• Marketing control includes:
• Annual plan control
• Profitability control
• Efficiency control
• Strategic control

3. Marketing Control Process
• Goal setting- What do you want to achieve?
• Performance measurement- What is happening?
• Performance diagnosis – Why is it happening?
• Corrective action – What should we do about it?

5. Types of Marketing Control
•Annual plan control
•Profitability control
•Efficiency control
•Strategic control

6. Annual Plan Control
• Sales analysis
• Market share analysis
• Expenses to sales analysis
• Financial analysis
• Market-based score card analysis

7. Profitability control
• Profitability control by:
• Product
• Territory
• Customer segment
• Trade channel
• Order size

8. Efficiency
• Efficiency control
• Sales force
• Advertising
• Sales promotion
• Distribution

9. Strategic Control
• It is exercised by top management
• It consists of:
• Marketing effectiveness review
• Marketing audit
• It is a review of
• Firm’s marketing objectives
• Strategies
• Program

10. Marketing Effectiveness Review
• It measures
• Customer orientation
• Integrated marketing organization
• Adequate marketing information system
• Strategic orientation
• Operational efficiency

11. Marketing audit
• A marketing audit is a comprehensive, systematic, independent, and
periodic examination of a company’s or business unit’s marketing
environment, objectives, strategies, and activities, with a view to
determine problem areas and opportunities and recommending a plan
of action to improve the company’s marketing performance.
• Philip Kotler

12. Characteristics of Marketing audit
• Comprehensive
• Systematic
• Independent
• Periodic

13. Components of Marketing Audit
• Marketing environment audit (Macro and task environment)
• Marketing strategy audit
• Marketing organization audit
• Marketing system audit
• Marketing productivity audit
• Marketing function audit

14. Marketing Environment Audit
• Macro Environment
• PEST
• Task Environment
• Markets
• Customers
• Competitors
• Distribution and dealer
• Suppliers
• Facilitators
• Publics

15. Marketing Strategy Audit
• Business mission
• Marketing objectives and goals
• Strategy

16. Marketing Organization Audit
• Formal structure
• Functional efficiency
• Interface efficiency

17. Marketing System Audit
• Marketing information system
• Marketing planning system
• Marketing control system
• New-product development system

18. Marketing productivity Audit
• Profitability analysis
• Cost-effectiveness analysis

19. Marketing Function Audit
• Product
• Price
• Distribution
• Marketing communication
• Sales force

20. Strategic Marketing Evaluation
and Control
Conduct strategic
marketing audit
Select performance
criteria, measures, and metrics
Obtain and
analyze information
Assess performance
and take necessary
action