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CONTROL OF MARKETING OPERATIONS


CONTROL OF MARKETING OPERATIONS
        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 measures so that the performance takes place according to plans. In involves determination of standard of standard and yardsticks, gathering information on marketing performance, doing comparison to identify deviations and suggest corrective measure whenever these are needed. Marketing control is a step through which the success of marketing efforts can be assessed, present and prospective problems could be identified and steps are taken to resolve them in order to achieve marketing goals. It aims to improve productivity and profitability of all marketing activities.

                    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 ensures whether marketing plans are executed properly and the progress towards the goal is made. It fulfills a number of objectives:

1. To evaluate the marketing activities of the organisation.

2. To ensure proper implementation of marketing plan plans.

3. To ensure consistency and uniformity of marketing activities.

4. To detect deviations with reasons and providing solution to remove them.

5. To provide yardsticks to measure marketing performance.

6. To ensure optimum utilization of available resources.

7. To find out comparative position of various products in terms of cost and marketing activities.

8. To measure the performance of marketing personnel and providing them necessary guidance.

9. To provide information for marketing planning and revision of marketing standards.

10. To establish coordination among different departments and linking marketing programmes and resource with the company goals.

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