This document discusses marketing control, which refers to controlling all marketing activities to ensure they proceed as planned. It outlines several key points: 1) Marketing control includes evaluating the overall marketing strategy through a marketing audit to assess performance against objectives. 2) Marketing control is important for maintaining balance across sales areas, products, costs and sales quotas. It allows corrective action if sales diverge from plans. 3) The process of marketing control involves establishing standards, gathering performance data, analyzing deviations, and taking corrective measures such as adjusting sales efforts, resources or standards. Marketing control helps ensure profitability, efficient use of resources, and consistent achievement of sales targets.