1. Marketing Organization and Control: Evolution of
Marketing Department, Organizing the Marketing
Department, Marketing Implementation, Control of
Marketing Performance, Annual Plan Control,
Profitability Control, Efficiency Control, Strategic
Control

2. Set of practices and procedures employed by firms
to monitor and regulate their marketing activities in
achieving their marketing objectives are called
marketing control.
Marketing control is the process of monitoring the
proposed plans as they proceed and adjusting where
necessary.
Definitions:
“Marketing control is theprocess of taking steps to
bring actual results and desired results closer
together”. ----Phillip Kotler

3. Definitions:
“It is concerned with analysing the performance of
marketing decisions, uncovering the performance
problems of opportunities and taking corrective
actions to resolve the problems or to take advantages
of the opportunities”. ----Cravens

5. Place the organisation in the right direction(it helps
the manager in tracing the deviation from the expected
course)
Identifies the responsibilities (helps to identify
responsibilities of executives. Strengths, Weaknesses )
Respond to the changes in environment (adjust with
the environment forces like PEST)
Absorb organisational complexity (expanding in size
and more complex in nature. Growth size created
problems of coordination and control)
Changes in formulation of plans (a well developed
and effectively operated marketing system is capable of
introducing new changes)

6. 1. Annual Plan Control (Annual sales and the profit
goals are achieved.)
2. Profitability Control
3. Efficiency Control
4.Strategic Control
Sales Analysis
Market Share Analysis
Marketing Expense Analysis
Financial Analysis
Customer Attitude tracking

7. Sales Analysis: (Trace and understand sales pattern
over a period of time and compare with target pattern.
Sales, total sales, sales by areas, customers, products)
Market Share Analysis: (Competitors evaluation)
Marketing Expense Analysis: (Sales for expenses,
sales promotion expenses, market research expenses,
sales administration expenses.)here we can use control
charts

8. Financial Analysis: (Ratio analysis is very useful here.
Profitability and turnover ratios are very famous)
Customer Attitude tracking: (It is a qualitative term.
Identification of customers, dealers and other
employees. 1. Complaint suggestion system
2.Customer panel
3. Customer surveys

9. Profitability control and efficiency control allow a
company to closely monitor its sales, profits, and
expenditures.
Profitability control demonstrates the relative profit-
earning capacity of a company’s different products and
consumer groups.
This control is to determine the actual profitability of
the firms products, territories, market segments and
intermediaries.

10. Efficiency control involves micro-level analysis of the
various elements of the marketing mix,
including sales force, advertising, sales promotion, and
distribution.
For example, to understand its sales-force efficiency, a
company may keep track of how many sales calls a
representative makes each day, how long each call losts,
and how much each call costs and generates in revenue.
This type of analysis highlights areas in which
companies can manage their marketing efforts in a
more productive and cost-effective manner.

11. It is a in-depth study undertaken to examine whether
the company is pursuing its best opportunities with
respect to markets and products. Marketing department
having policies, objectives, strategies and programs are
to be reviewed and changed periodically.
1.Marketing effectiveness rating review:
(Marketing Orientation, Customer philosophy,
integrating marketing organisation, adequate marketing
information and strategic orientation)

12. 2. Marketing audit:
Market audit is a in-depth analysis of the marketing
functions. Marketing audit is a comprehensive,
systematic, independent and periodic examination of
company’s marketing environment, objectives, strategies
and activities with a view to determining problem areas
and opportunities and recommendations.
Components of Marketing Audit:
Marketing environment audit
Marketing strategy audit
Marketing organisation audit
Marketing system audit, productivity audit, functional
audit