3. Marketing
Controls
Planning Control
Opportunity
Control
Efficiency Control
Value Control

4. 1

5. 1.
2.
3.
2

6. 1.
2.
3.
4. 3

7. 1.
2.
3.
4.
5.
4

8. 2.
3.
4.
5.
6.
7. 5

9. 1. recession)
6

10. 2. inflation)
2
-
-
7

11. 3. deflation)
4.
8

12. 4
1 horizontal
competition)
KFC Pizza Hut 7-Eleven
am-pm
2 vertical
competition)
IBM
IBM
3 intertype9
competition)

13. 4
channel system competition)
10
1.

14. 5.
6.
7.
8.
9.
10.
11

15. 2.
3.
1.
3
1.1
1.2 12

16. 2.
2.1
2.2
2.3 13

17. 14

18. 15

19. 16

20. 17