Group Members: Hernandez, Marija Krishna Demit, Kris Cham Peñaflor, Judith Lim, Lexter Control Marketing Activities

Group Members:
Hernandez, Marija Krishna

Demit, Kris Cham
Peñaflor, Judith
Lim, Lexter
CONTROL MARKETING ACTIVITIES
Control Marketing Activities is to ensure that the activities are able to achieve marketing
objectives. Meanwhile, In Control Process it is an integral part of management. So, this is very
important in Marketing. It tells u sif we have met, exceeded, or fallen short of objectives.
The first step in the Control Process is to establish standards. Standards can be a goal
setting. It is like asking “What do we want to do?” . Just like in Jollibee, wherein their standar
dis to provide an affordable price and “PAMPAMILYA” to increase their sales growth just by
doing that.
Second, measurement of performance. “What is happening?” Most organizations
prepare formal reports of performance measurements that manager’s review regularly. For
example, if sales growth is a target the organization should have a means of gathering and
reporting sales data.
The third one is compare performance. This steps compares actual activities to
performance standards. “Why is it happening?” It is identifying wether actual performance
meets, exceeds, or falls short.
Last step is taking corrective notions. Asking “What should we do about it?”. It is like
fixing the problem or the deviation.
THERE ARE FIVE MAJOR MARKETING CONTROL TECHNIQUES
The first Major Marketing Control Technique is the Analysis of Competitor Offerings and
Strategies. -- A small business owner needs to know how his products, services and marketing
strategy compare to local, regional, national and international competitors to retain existing
customers and attract new ones. Competitor analysis involves checking out the new products
or services offered by your competitors, examining their marketing strategies and determining
whether they are succeeding or failing with their businesses. Use this information to adjust
your strategies accordingly. For example, you could hire a mystery shopper to shop at your
competitor's store to acquire information or visit businesses similar to your own in other
regions and speak with their owners to get ideas.
The second technique is Existing Customer Analysis -- Another way to monitor and
evaluate your marketing is to perform an existing customer analysis to provide a detailed
picture of the types of customers buying your products or services. An analysis involves
gathering data about your customers during or after check out and then tabulating this
information in a spreadsheet for comparison. For example, you might gather data about your
customers such as their geographical location, average age and sex. In addition, you might
gather spending habits data such as average purchase amounts, amount and type of foot traffic
before and after advertising and coupon or discount usage.
The third technique is Testing Research with a Focus Group -- Once you identify a target
customer base, you can determine the potential success of a new product or service, the
marketing methods needed to promote and sell it and the financial impact of a planned
marketing strategy through prerelease group testing. One example of testing research involves
communication with a focus group of 10 to 15 people from your target customer base. Ask
them to discuss in general the products and services they like and dislike to help you brainstorm
ideas for the future, or ask them to try one of your new products or services and provide
feedback.
Customer Opinions and Feedback Customer feedback is a marketing control technique
similar to testing research, but instead of gaining insight into future products and services, you
evaluate customers' opinions of existing products or services and the marketing methods you
currently use. Customer feedback might involve inviting your customers to complete a survey,
offer opinions through a suggestion box or respond to specific questions in-person or over the
phone after they've purchased a product or service. Other customer feedback methods include
asking your employees for feedback and maintaining a list of the types of products or services
customers have inquired about that you don't currently offer.
Cost Analysis and Comparison with Budget Small-business owners use cost analysis to
create an overall picture of the cost of existing marketing strategies to reduce costs, weed out
products and marketing strategies that aren't working and create a new budget to use moving
forward. To perform a cost analysis, look at the current costs involved with all aspects of your
business including inventory, distribution and the current costs of your marketing strategies.
After you determine the costs, compare the numbers with your existing budget and the costs of
alternative marketing methods.
ELEMENTS OF EFFECTIVE CONTROL SYSTEM

Delegation of Authority
-In Delegation of Authority its about taking control of the employees performance and its
effectiveness through fulfilling their responsibilities.
Information
-Control indicates the flow of information from the least responsibility position up to the most
one.
In this stage of controlling it indicates the progress of the plan. Controlling helps the
management to maintain or exceed the present goal a company has. It also presents a company
that succeeds efficiently, obviously has a good control system in their management. That helps
every responsibilities and duty done succesfully.
Planning
-First and must say effective if management and organization do their jobs very well. This is the
beginning to begin with a strategic plan.
Actions
-The control system takes actions as what is assumed by them and assess the possible needs of
the situation.
http://www.yourarticlelibrary.com/marketing/marketing-control-introduction-definition-and-
need/48742
https://smallbusiness.chron.com/five-major-marketing-control-techniques-40619.html
http://www.yourarticlelibrary.com/management/essential-elements-to-the-operation-of-control-
system-in-an-organization/25750

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Group Members: Hernandez, Marija Krishna Demit, Kris Cham Peñaflor, Judith Lim, Lexter Control Marketing Activities

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THERE ARE FIVE MAJOR MARKETING CONTROL TECHNIQUES

ELEMENTS OF EFFECTIVE CONTROL SYSTEM

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