Marketing Control: Gopal Thapa

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