BUSINESS

ADMINISTRATION
Presented by: Vaidyula Sowmya
Sy.Bcom

What IS MARKETING
CONTROL ?

MEANING:
Marketing control refers to the
control over every activity related to
marketing and sales.
The main objective of marketing
control is to
achieve sales target, to reduce
selling costs,
to maintain
equilibrium in activities, etc.

MARKETING AUDIT:
The method used for controlling marketing
in its totality, instead of controlling its
components separately one by one is
known as marketing audit.

OBJECTIVES OF MARKETING
CONTROL:
Control over selling costs
Maintaining equilibrium in marketing
activities
Maintaining equilibrium among
different sales areas
Control over performance of
salesman
To make sales planning effective

IMPORTANCE OF MARKETING
CONTROL:
Sales activity to be undertaken as per
schedule
To compare the results of sales activity
with targets
Strict control over the activities of
salesman
Efficiency of the whole marketing
organization of the firm
Strengthen the goodwill of the firm
Proper choice of distribution channel

PROCESS OF MARKETING
CONTROL:
A) Establishing Standards of
Performance:
i) Standards of sales volume
ii) Standards of sales expenditure
iii) Standard for share in market
iv) Standards of profit

B) Gathering Data on Performance:

i) Personal observation
ii) Oral reports
iii) Written reports
C) Analysing Performance

D) Taking Corrective Measures:

i) Changes in sales efforts
ii) Augmenting resources
iii) Changes in standards

THANK YOU