Meaning of Marketing Control
Developing and implementing marketing plan is not enough to reach marketing objectives; marketing plans and strategies are required to be monitored, evaluated, and adapted to meet the changing market environment, needs, and opportunities. Marketing control ensures performance improvement by minimising gap between desired results and actual results. If the actual results are found deviated from the expected results, plans and strategies are adapted to bring the results back to the desired level.
Marketing Control Process
Marketing control is a four step process :-
- Define Marketing Objectives
- Set Performance Standards
- Compare Results Against Standards
- Corrections and Alterations