Evaluation and Control of Marketing Activities, Investments and Expenditures

Based on 13th Edition of Marketing Management by Kotler and Keller

Annual Plan Control

Sales Analysis
Microsales analysis

Market Share Analysis

Marketing Expense to Sales Analysis

Financial Analysis

Profitability Control

Marketing Profitability Analysis
Determining Corrective Action
Direct Versus Full Costing

Efficiency Control

Efficiency control requires the evaluation of efficiency of sales methods and techniques. It requires answers to the questions; are there more efficient ways to manage the sales force, advertising, sales promotion, and distribution.

Is the name efficiency control appropriate? Designing effective and efficient methods is the responsibility of managers. Others can evaluate the design of managers and then suggest improvements. In that context efficiency control is appropriate.

To improve the channel efficiency, management needs to search for economies in inventory control, warehouse locations, and transportation modes. While short term decision models are developed as tradeoffs, in the long term all relevant costs and yields can be improved. This fact was brought out by Japanese companies strongly into management thinking.

Strategic Control

The 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 determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.


The Marketing Excellence Review

In Table 22.13 Kotler and Keller gave characteristics of Poor, Good and Excellent Marketing Management Practices in 15 dimensions. The company can self assess where it stands of each of these dimensions and move towards excellent practices.


Planned Revision schedule for marketing chapters is in February and March