Market Evaluation & Controls

Chapter 8

Marketing Control
Marketing control involves gathering of

information on marketing performance and

comparing the achieved performance

against the planned or budgeted

performance , using predetermined

standards

Marketing Control Process

Establish Performance Criteria Do performance projection Develop market organization

Develop marketing plan

Evaluate marketing performance Take corrective action

Evaluation & Control

1. Annual-Plan Control

2. Profitability Control
3. Efficiency Control 4. Strategic Control

Annual Plan Control

1. Sales Analysis: projected sales & actual sales
Sales Variance Analysis

2. Market Share Analysis : Companys sales &

competitors Sales
3. Marketing Expense to sales analysis

4. Financial Analysis
5. Customer Satisfaction

Profitability Control
Profitability of products, channels,

order sizes
Helpful in taking decision related with Expansion, reduction, elimination in product line.

Marketing Audit
Marketing Audit is comprehensive review of

the organizations overall marketing

performance and prospects

Schoell

Marketing Audit
Marketing Audit is a systematic, critical and

impartial review and appraisal of the total

marketing Operation

Harwood Merrill

Characteristics or features
Systematic : Orderly sequence
Periodic : Regular interval

Independent : Authority
Broad focus : Covering companys environment, objectives, strategies etc.

Steps in Marketing Audit

Identifying Objectives, Scope, Methodology

Data Collection

Report preparation & Presentation

External Audit

Internal Audit

Business & Economic Environment

Economic Political Social Technological

Marketing Operational Variables

Own company Strengths & Weaknesses Sales Market share Profit

The Market
Total Market Size, Growth trends, developments Products Price Physical Distrubution

Marketing Mix Variables

Products Price Promotion Place

Components of Marketing Audit

1. Marketing Environment Audit 1. Macro Environment 2. Task Environment 2. Marketing Strategy Audit 3. Marketing Organization Audit 4. Marketing System Audit 5. Marketing Productivity Audit

Thank You