The implementation of marketing control in any business depends upon several prospects, objectives, channels and stages. Formulation of a good strategy for the successful marketing of products and services never means that the implementation part has been accomplished perfectly. Understanding the difference between the concepts of strategy formulation and implementation holds the key for you. In any given scenario resulting in failure, it is crucial to assess the reasons such as an ineffective strategy and/or poor implementation. Every marketing strategy consists of a set of objectives based upon which the extent to which it could excel will be determined.
Marketing Implementation, Evaluation and Control
Setting up the standards to perform better in any competitive marketplace will result out of a perfect marketing scenario. Comparing the results obtained thus helps you in evaluating further strategies in due course of business. Crucial actions too could be taken in case the current objectives are not worthy enough to fetch profitable results. Marketing plans come in handy for you during the realization of performance standards. Later, you can implement marketing activities in order to compare them with the existing standards. In case of negative results, you can consider corrective actions so that the marketing objectives are pressed into another scenario.
GAP Model to Analyze a Customer’s Perception
Basically, every customer has certain expectations regarding the quality of a particular product. The kind of quality you offer through the products must match exactly with that of the expected quality. The relation between both the quality standards could be best interpreted through GAP model. GAP 1 is all about the perception of the management that reflects the customer’s expectations upon a specific product. Later, GAP 2 holds prominence that is related to the provision of specifications based on the management’s perception. Delivery of product is all what that is during GAP 3 scenario. Eventually, the management conveys the message to the customers that becomes a part of GAP 4.
Four Types of Marketing Control
Marketing control can be implemented successfully in four decisive types. Firstly, it is necessary to have a firm grip on the organizational events you perform. Hence, you should realize maximum control on the ongoing business activities. The top and middle management plays a decisive role in this regard. During this type, every activity holds the key for you about which you should make proper assessment always. The analysis is a two-way process wherein the firm and customers are the essential factors. Making sales analysis, financial analysis and profit analysis are always needed.
The second type reflects control of profitability that involves each and every entity associated with the firm. Most of the firms recruit a marketing controller for internal assessment purposes. Basically, this is to determine whether the corresponding firm is making profits or not. The profitability aspect is assessed by taking various entities into regard besides relating them with each other. Profit analysis is made initially by taking the performance of a product into consideration. Similarly, the territory in which a product has been presented apart from other factors such as customer, segment and sales channel are taken into consideration.
Efficiency control comprises of the third type during which various concepts are dealt at length. Beginning with the concept of sales force efficiency, a detailed analysis will be made about the efficiency of various other entities as well such as advertising, promoting and distributing. The same kind of analysis is made from a virtual perspective as well by taking the online activities into consideration. Nevertheless, controlling the efficiency aspect of internal units of any organization too holds the key for you. For example, the extent to which staff management is effective in an organization will be determined by the marketing controller.
In actuality, the marketing control is administered in various ways during different stages. During the third type itself, the marketing controller makes valiant attempts to determine how far a strategy has been efficient. Promoting a product or advertising its features requires a lot of expenditure. Analyzing whether the spent money is worth the value of a product and the profits to be earned will be crucial during every stage. The efficiency with which products are distributed and sold too comes into the picture once the strategies have been chalked out perfectly in this regard.
The fourth and final type reflects the entire marketing perspective consisting of the rest of the three types. Control of marketing function is what that is needed whenever various marketing functionalities are being compared and evaluated. The impact of marketing effectiveness too could be known once the concepts are clear with respect to marketing audit and social responsibility. Comparing the performance of a firm spread across various fiscal quarters on par with other firms is absolutely essential. The extent to which social responsibility is assumed as part of maintaining the quality of a product too will be taken into consideration.
Control of Ongoing Marketing Activities
A marketing auditor is employed for the purpose of controlling various marketing functions by the strategic management of an organization. Based on the valuable reports provided by the auditor, suitable decisions will be taken by the firm in the best interests of its employees and customers alike. Also, an extensive assessment will be made to know whether the firm is on the right path of success or not. Exploring the local market opportunities is something that is necessary for any emerging firm. The same will be assessed by experienced marketing controllers in a comprehensive manner.
Based on all these four types, any developing firm would like to achieve success in a reliable manner. Following the chronology will make things easy for you to ensure a perfect management of financial records for future references. It all begins with the first stage during which ongoing business activities hold the maximum importance. Control of profitability is such a crucial stage that the concerned personnel attempts to determine whether the firm is functioning in a profitable manner or not. Similarly, the control of efficiency is one stage that has to be given immense value by those firms willing to perform actively with a competitive background. Eventually, marketing control relies on all the four stages in a balanced manner.