Tools available to help companies monitor and improve their marketing activities include marketing control, annual plan control, profitability control, efficiency control, and strategic control. Marketing control assesses the effects of marketing activities and programs and makes necessary changes. Annual plan control ensures companies achieve sales, profit, and other annual goals. Profitability control measures profitability of products, territories, and customer groups to determine if any should be expanded, reduced, or eliminated. Efficiency control evaluates spending efficiency and impact of marketing expenditures. Strategic control periodically reassesses a company's strategic market approach through a marketing audit.

1. WHAT TOOLS ARE AVAILABLE
TO HELP COMPANIES MONITOR
AND IMPROVE THEIR
MARKETING ACTIVITIES?

2. MARKETING CONTROL
THE PROCESS BY WHICH FIRMS ASSESS THE EFFECTS OF
THEIR MARKETING ACTIVITIES AND PROGRAMS AND MAKE
NECESSARY CHANGES AND ADJUSTMENTS

3. ANNUAL PLAN CONTROL
IT ENSURES THAT THE COMPANY ACHIEVES THE SALES, PROFITS AND
OTHER GOALS ESTABLISHED IN ITS ANNUAL PLAN

4. ANNUAL PLAN CONTROL
TO EXAMINE WHETHER THE PLANNED RESULTS ARE BEING
ACHIEVED

5. PROFIATABILITY CONTROL
COMPANIES MEASURE PROFITABILITY OF THEIR PRODUCTS,
TERRITORIES, CUSTOMER GROUPS, AND OTHERS TO DETERMINE
WETHER TO EXPAND, REDUCE OR ELIMINATE ANY PRODUCTS OR
MARKETING STRATEGIES

6. PROFIATABILITY CONTROL
TO EXAMINE WHETHER THE COMPANY IS MAKING AND
LOSING MONEY

7. EFFICIENCY CONTROL
ARE THERE MORE EFFICIENT WAYS TO MANAGE THE SALES FORCE,
ADVERTISING, SALES PROMOTION AND DISTRIBUTION?

8. EFFICIENCY CONTROL
TO EVALUATE AND IMPROVE THE SPENDING EFFICIENCY
AND IMPACT OF MARKETING EXPENDITURES

9. STRATEGIC CONTROL
EACH COMPANY SHOULD PERIODICALLY REASSESS ITS STRATEGIC
APPROACH TO THE MARKET PLACE WITH A GOOD MARKETING AUDIT

10. STRATEGIC CONTROL
TO EXAMINE WHETHER THE COMPANY IS PURSUING ITS
BEST OPPURTUNITIES WITH RESPECT TO MARKETS,
PRODUCTS AND CHANNELS

11. THANK YOU