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ESSENTIAL OF AN EFFECTIVE MARKETING CONTROL SYSTEMS


ESSENTIAL OF AN EFFECTIVE MARKETING CONTROL SYSTEMS
        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) 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.

(2) Understandable: Marketing manager must understand what the control system is attempting to do. They must have thorough knowledge before operating the technique. Without proper understanding of the technique if manager use sophisticated control tools will have adverse consequences.

(3) Prompt Reporting: Marketing control system should report deviations promptly so that corrective action are effected with minimum cost and inconveniences. Timeliness is the essence of control.

(4) 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.

(5) 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.

(6) Corrective Actions: Control should lead to corrective action. 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.

(7) Objectives: The control system should be objective. Subjective control may influence judgement hence there may be an element of bias in decisions leading to ineffective performance.

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