Marketing control is the process of measuring and evaluating the results of market strategy and taking corrective actions to ensure that the marketing objectives are achieved
or not. There are number of steps in designing marketing control. These are:
1. Set up the objective
2. Design different control levels
3. Design the tools and methods of control
4. Variance analysis and reason of variance
Types of marketing control:
There are two types of marketing control:
1.) Annual plan control or Operational control:- the main purpose of action plan is to check that whether planned objectives have been achieved or not with respect to profit, sale etc. and in case of any deviation corrective action is taken. The main responsibility of regarding action plan is of top management.
2.) Profitable control:- under this type of control it is the duty of the marketing controller to check where the company is making or losing the money.