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CONTROL OF MARKETING OPERATION

CONTROL OF MARKETING OPERATION

                 Marketing control is an essential part of the marketing function. All the marketing activities are planned and implemented with the objective of achieving marketing goals. Marketing control provides the means whether the desired goals have been achieved or not and if necessary, applying corrective measure so that the performance takes place according to plans. It involves determination of standard and yardsticks, gathering information on marketing performance, doing comparison to identify deviations and suggest corrective measure whenever these are needed.

OBJECTIVE OF MARKETING CONTROL

             The purpose of marketing control is to keep the marketing activities on the right track and align them with the plans and goals of the organisation. It ensure whether marketing plans are executed properly and the progress towards the goal is made.

(i) To evaluate the marketing activities of the organisation.

(ii) To ensure proper implementation of marketing plans.

(iii) To ensure consistency and uniformity of marketing activities.

(iv) To detect deviations with reasons and providing solutions to remove them.

(v) To provide yardsticks to measure marketing performance.

(vi) To ensure optimum utilization of available resources. 

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