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ESSENTIAL AN EFFECTIVE MARKETING CONTROL SYSTEM


ESSENTIAL AN EFFECTIVE MARKETING CONTROL SYSTEM

              Marketing managers should employ an effective control system to make sure that activities and result confirm plans. Effective marketing control system should be based on the following characteristics:

1. Forward Looking: Effective marketing control should not confine to post-mortem of events or things. It should always aim at future. It should provide a framework for future planning.

2. Corrective Actions: Control should lead to corrective actions. It must be perspective and operational. It must disclose where failure are occurring, who is responsible for them and what should be done about them. It must focus on action rather than on information.

3. Objective: The control systems should be objective. Subjective control may influence judgement hence there may be an element of bias in decisions leading to ineffective performance. Therefore, marketing control must be objective, clearly quantifiable and verifiable.

4. Suitability: Marketing control system should be appropriately designed to suit the nature and needs of the activities to be controlled. This means that different type of activities require different types of control.

5. Economical: Marketing control system should be economical. The control technique must justify the expenses involved. The ratio of cost to the benefit must be low for the control system to be justified.

6. Flexibility: Marketing system should be flexible so that it can be adjusted to suit the needs of any change in the environment. Flexibility makes control workable in the face of changes, plans, unforeseen circumstances or outright failures.


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