Market Evaluation and Control

Marketing Control Definition:Marketing control is the tool for ensuring the marketing programmes and activities of the firm are always directed towards its marketing objectives. Marketing control is the process of taking steps to bring actual results and desired results closer together.

STEPS INVOLVED IN MARKETING CONTROL SYSTEM

1. Start with the objective that have been set. 2. Set measures of performance. 3. Decide the parameters of control. 4. Decide the levels at which different controls are to be active. 5. Compare the actual results with the desired results. 6. Take necessary action if any deviation is there

MARKETING CONTROL TOOLS AND TECHNIQUES/TYPES

Annual Plan Control Profitability Control Efficiency Control Strategic Control

MARKETING CONTROL TOOLS AND TECHNIQUES/TYPES I. ANNUAL PLAN CONTROL ANNUAL ANNUAL PLAN PLAN CONTROL CONTROL
SALES ANALYSIS MKT.BASED SCORECARD

MARKET-SHARE ANALYSIS SALES-TO EXPENSE RATIO

FINANCE ANALYSIS

Sales Analysis

Sales-variance analysis Micro sales analysis

Market Share Analysis

Overall Market share Served Market share Relative Market share

Financial Analysis

Rate of Return on Net worth Return on assets Financial leverage

Market-based Scorecard

Customer-performance scorecard Stakeholder-Performance scorecard

II.PROFITABILITY CONTROL

PROFITABILITY CONTROL

PRODUCT

ORDER SIZE

TERRITORY

TRADE CHANNEL

CUSTOMER

SEGMENT

III. EFFICIENCY CONTROL

EFFICIENCY CONTROL

SALES FORCE

DISTRIBUTION

ADVERTISING

SALES PROMOTION

1. SALES FORCE EFFICIENCY

a. b. c. d. e. f. g. h. i. Average number of calls per sales person per day Average sales call time per contact. Average revenue per sales call Average cost per sale call Entertainment cost per sales call Percentage of sales per 100 sales calls Number of new customers per period. Number of lost customers per period. Sales force cost as a percentage of total sales

2. ADVERTISING EFFICIENCY
a. Advertising cost per 1000 target buyers reached by media vehicle. b. Percentage of audience who noted, saw, or associated and most of each print ad. c. Consumer opinion on the ads content and effectiveness. d. Before and after measures of attitude toward the product. e. Number of enquiries stimulated by the ads. f. Cost per enquiry.

IV.STRATEGIC CONTROL

STRATEGIC CONTROL

MKTG. EFFECTIVENESS REVIEW

CO. ETHICAL & SOCIAL RESPONSIBILITY REVIEWS

MARKETING AUDIT

MKTG. EXCELLENCE REVIEW

MARKETING AUDIT A Marketing Audit is a comprehensive, systematic, independent and periodic examination of companys or business units marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the companys marketing performance.

CHARACTERISTICS OF MARKETING AUDIT

COMPREHENSIVE SYSTEMATIC INDEPENDENT PERIODIC

COMPONENTS OF MKTG. AUDIT

MKTG. ENVIRONMENT AUDIT

MKTG. STRATEGY AUDIT MKTG. ORGANIZATION AUDIT MKTG. SYSTEMS AUDIT MKTG. PRODUCTIVITY AUDIT MKTG. FUNCTIONS AUDIT

MKGT. ENVORONMENT AUDIT

MACRO ENVIRONMENT DEMOGRAPHIC ECONOMIC ENVIRONMENTAL TECHNOLOGICAL POLITICAL

TASK ENVIRONMENT MARKETS CUSTOMERS

COMPETITORS
DISTR. & DEALER SUPPLIERS

FACILITATORS PUBLICS

CULTURAL

MARKETING AUDIT

MKTG. STRATEGY AUDIT

BUSINESS MISSION MKTG. OBJECTIVES & GOALS

STRATEGY

MARKETING AUDIT MKTG. ORGANIZATION AUDIT

FORMAL STRUCTURE

INTERFACE EFFICIENCY

FUNCTIONAL EFFICIENCY

MARKETING SYSTEMS AUDIT

MKTG. INFORMAION SYSTEMS

MKTG. CONTROL SYSTEMS

MKTG. PLANNING SYSTEMS

NEW PRODUCT DEV. SYSTEMS

MARKETING AUDIT

MKTG. PRODUCTIVITY AUDIT

PROFITABILITY ANALYSIS

COST-EFFECTIVENESS ANALYSIS

MARKETING AUDIT MKTG. FUNCTIONS AUDIT

PRODUCT

DISTRIBUTION
PRICE

SALES FORCE

PRTOMOTION