Post on 16-Aug-2015
Types of Control
• Annual plan• Profitability• Efficiency• Strategic
• Responsibility of top and middle management
• Examines whether planned results are achieved
• Five tools are used to evaluate annual plan performance:– Sales analysis– Market-share analysis– Marketing expense-to-sales analysis– Financial analysis– Market-based scorecard analysis
Types of Control
• Annual plan• Profitability• Efficiency• Strategic
• Responsibility of marketing controller
• Examines where the company is making and losing money
Types of Control
• Annual plan• Profitability• Efficiency• Strategic
• Responsibility of line & staff and / or marketing controller
• Evaluates and attempts to improve spending efficiency of marketing expenditures
Types of Control
• Annual plan• Profitability• Efficiency• Strategic
• Responsibility of top management and marketing auditor
• Examines whether company is pursuing its best opportunities
The marketing audit
• Takes stock of a company’s marketing health.
• Is the launching pad for the marketing plan.
• Encourages management to reflect on the environment and company’s ability to respond.
• Encompasses the external and internal audit.
Marketing audit issues
• Macro environment.
• Markets.
• Strategic issues.
• Marketing mix.
• Marketing organisational structure and organisation.
Marketing strategies and actions
The means by which a company sets out to achieve its marketing objectives. This can be by:
• Repositioning the product.
• Improving product packaging.
• Amending prices.
• Improving productivity.
• Standardisation.
• Changing sales or customer mix.
• Strategic controls should be conducted periodically via:– Marketing-effectiveness reviews– Marketing audits
• Additional reviews to consider:– Marketing excellence review– Ethical and social responsibility review
• Logistics costs as a percentage of sales• Percentage of orders filled correctly• Percentage of on-time deliveries• Number of billing errors