Unit-5B: Marketing Planning

and Control for Sustainability

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Content List
• Environmental scanning (SWOT/STEEPLE/TOWS analysis)
• strategic planning, nature, and contents of a marketing plan;
• Tasks involved in marketing planning;
• Marketing plan implementation;
• Marketing control– concept, need & types of marketing control;
• Tools & techniques of marketing control, Concept of Sustainability in
marketing.

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Marketing control– concept, need & types
of marketing control;

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 Marketing control

Marketing control refers to the process of monitoring, evaluating, and adjusting

marketing activities and performance to ensure that they are aligned with
organizational objectives and contribute to the achievement of desired outcomes.
It involves measuring the effectiveness of marketing strategies and tactics,
identifying deviations from planned targets, and taking corrective actions as
needed to stay on track.
Marketing control plays a crucial role in the marketing plan by providing a
framework for assessing the success of marketing efforts and optimizing resource
allocation to maximize return on investment (ROI).
marketing control is essential for ensuring that marketing efforts are strategic,
effective, and aligned with organizational goals. By systematically monitoring
performance, evaluating results, and making adjustments as needed, marketers
can maximize the impact of their marketing activities and drive business success.
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 Role of marketing control in the marketing
plan
1.Alignment with Objectives: Marketing control ensures that marketing
activities are consistent with the goals and objectives outlined in the
marketing plan. By regularly monitoring performance metrics, marketers can
assess whether their efforts are contributing to desired outcomes such as
increased sales, market share, or brand awareness.
2.Performance Evaluation: Marketing control provides a basis for evaluating
the effectiveness and ROI of marketing activities. By comparing actual
performance against planned targets, marketers can identify areas of success
as well as areas that may require improvement or adjustment.
3.Adaptation to Changes: In a dynamic business environment, marketing
control enables marketers to adapt quickly to changes in market conditions,
consumer preferences, and competitive landscape. By tracking performance
metrics in real-time, marketers can identify emerging trends or challenges
and make timely adjustments to
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marketing strategies and tactics.
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5. Resource Optimization: By monitoring resource utilization and
effectiveness, marketing control helps optimize resource allocation,
such as budget, manpower, and time. Marketers can identify areas of
inefficiency or waste and reallocate resources to initiatives that offer
the greatest potential for success.
6. Risk Management: Marketing control helps mitigate risks by
identifying potential deviations from planned targets early on. By
proactively monitoring performance metrics, marketers can anticipate
challenges and take corrective actions to prevent negative outcomes
such as market share loss, revenue decline, or brand damage.

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 Need for Marketing Control:
Marketing control helps organizations optimize resource allocation, improve decision-making, and
maximize the return on investment (ROI) from marketing efforts.
1.Achieving Objectives: Marketing control ensures that marketing activities are aligned with
organizational goals and contribute to achieving desired objectives, such as increasing sales,
market share, or brand awareness.
2.Resource Optimization: By monitoring performance and identifying areas of inefficiency or
waste, marketing control helps optimize resource allocation, such as budget, manpower, and
time, to maximize effectiveness and minimize costs.
3.Adaptation to Changes: In a dynamic business environment, marketing control enables
organizations to adapt quickly to changes in market conditions, consumer preferences, and
competitive landscape by making timely adjustments to marketing strategies and tactics.
4.Performance Evaluation: Marketing control provides a basis for evaluating the effectiveness and
ROI of marketing activities, enabling organizations to assess their performance, identify strengths
and weaknesses, and make informed decisions for future planning and improvement.
5.Risk Management: By identifying potential risks and deviations from planned targets early on,
marketing control helps mitigate risks and prevent negative outcomes, such as market share loss,
revenue decline, or brand damage.
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Ways of Marketing Control:
1.Strategic Control:
1. Focuses on evaluating the overall direction and effectiveness of marketing strategies
in achieving long-term objectives.
2. Involves assessing factors such as market positioning, competitive advantage, brand
perception, and customer satisfaction.
3. Helps ensure that marketing efforts are aligned with the organization's strategic
vision and mission.
2.Tactical Control:
1. Concerned with monitoring the day-to-day execution of marketing activities and
tactics to achieve short-term goals.
2. Involves tracking performance metrics related to specific marketing initiatives, such
as advertising campaigns, promotions, pricing strategies, and product launches.
3. Helps identify deviations from planned targets and allows for timely adjustments to
tactics and resources allocation.

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3. Operational Control:
1. Focuses on managing and optimizing the efficiency and effectiveness of marketing
operations and processes.
2. Involves monitoring factors such as budget utilization, resource allocation, workflow
management, and quality control.
3. Helps ensure that marketing activities are executed efficiently and meet established
standards and benchmarks.
4. Feedback Control:
1. Involves gathering feedback from customers, stakeholders, and market research to evaluate
the impact of marketing efforts and identify areas for improvement.
2. Utilizes tools such as customer surveys, focus groups, social media monitoring, and sales
data analysis to gather insights and feedback.
3. Helps organizations understand customer needs and preferences, refine marketing
strategies, and enhance customer satisfaction and loyalty.
By implementing effective marketing control mechanisms, organizations can optimize their
marketing performance, mitigate risks, and achieve their strategic objectives in a competitive
marketplace.
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 Performance metrics used for marketing
control
• Performance metrics for marketing control help assess the effectiveness of
marketing efforts and measure their impact on business outcomes. Here are some
commonly used performance metrics across various marketing channels and
activities:
1.Sales Revenue: Total revenue generated from sales attributable to marketing
efforts, including both online and offline sales.
2.Return on Investment (ROI): Ratio of the net profit generated from marketing
campaigns to the total cost of those campaigns, expressed as a percentage. It
helps assess the profitability of marketing initiatives.
3.Customer Acquisition Cost (CAC): Average cost incurred to acquire a new
customer through marketing activities. It is calculated by dividing total marketing
expenses by the number of new customers acquired.
4.Customer Lifetime Value (CLV): Estimated total revenue generated from a
customer over the entire duration of their relationship with the company. It helps
assess
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the long-term value of acquiring and retaining customers.
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5. Conversion Rate: Percentage of website visitors, leads, or prospects who take a desired action, such as
making a purchase, completing a form, or signing up for a newsletter.
6. Click-Through Rate (CTR): Percentage of people who click on a link or call-to-action (CTA) within an
email, advertisement, or webpage. It measures the effectiveness of marketing messages in driving user
engagement.
7. Cost per Click (CPC): Average cost incurred for each click on an online advertisement. It helps assess
the efficiency of paid advertising campaigns.
8. Cost per Lead (CPL): Average cost incurred for each new lead generated through marketing efforts. It is
calculated by dividing total marketing expenses by the number of new leads acquired.
9. Customer Retention Rate: Percentage of customers retained over a specific period, typically measured
on a monthly, quarterly, or annual basis. It indicates the effectiveness of customer retention efforts and
loyalty programs.
10. Churn Rate: Percentage of customers who stop using or subscribing to a product or service over a
specific period. It helps assess customer attrition and identify opportunities to reduce churn through
targeted marketing efforts.

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11. Website Traffic: Total number of visitors to a website, as well as metrics such as unique
visitors, page views, and average time spent on site. It helps evaluate the effectiveness of online
marketing efforts in driving website traffic and user engagement.
12. Search Engine Rankings: Position of a website or webpage in search engine results pages
(SERPs) for specific keywords or search queries. It helps assess the visibility and organic search
performance of a website.
13. Social Media Engagement: Metrics such as likes, shares, comments, retweets, and mentions
on social media platforms. It measures the level of audience engagement and brand interaction
on social channels.
14. Email Open Rate and Click Rate: Percentage of email recipients who open an email and click
on links or CTAs within the email, respectively. These metrics help assess the effectiveness of
email marketing campaigns in engaging subscribers and driving website traffic or conversions.
15. Brand Awareness and Sentiment: Metrics such as brand mentions, sentiment analysis, and
brand awareness surveys. They help gauge brand perception, sentiment, and awareness among
target audiences.
By tracking these performance metrics and analyzing the data regularly, marketers can assess
the effectiveness of their marketing efforts, identify areas for improvement, and optimize
strategies and tactics to drive better business outcomes.
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Tools & techniques of marketing control,
Concept of Sustainability in marketing.

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 Tools of marketing Control
1.Marketing Analytics Platforms:
Tools like Google Analytics, Adobe Analytics, and HubSpot Analytics provide comprehensive insights into
website traffic, user behavior, and campaign performance. They help marketers track key metrics, such
as website visitors, conversion rates, bounce rates, and ROI, to evaluate the effectiveness of marketing
efforts.
2.Customer Relationship Management (CRM) Systems:
CRM platforms like Salesforce, HubSpot CRM, and Zoho CRM help businesses manage customer
relationships, track interactions, and analyze customer data. Marketers can use CRM data to segment
customers, personalize marketing campaigns, track customer engagement, and measure the impact of
marketing activities on customer acquisition and retention.
3.Social Media Monitoring Tools:
Tools like Hootsuite, Sprout Social, and Buffer allow marketers to monitor social media conversations,
track brand mentions, and analyze social media engagement metrics. They help marketers assess brand
sentiment, identify trending topics, measure the effectiveness of social media campaigns, and engage
with customers in real-time.
4.Email Marketing Software:
Platforms such as Mailchimp, Constant Contact, and Campaign Monitor provide email marketing
automation capabilities, allowing marketers to create, send, and track email campaigns. These tools
enable marketers to segment email lists, personalize messages, measure email open rates, click-through
rates, and conversion rates, and optimize email performance over time.
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5. Marketing Automation Platforms:
Tools like Marketo, Pardot, and Eloqua automate marketing processes, such as lead nurturing, lead
scoring, and campaign management. They help marketers streamline workflows, automate repetitive
tasks, track prospect interactions across multiple channels, and measure the effectiveness of
marketing campaigns in generating and converting leads.
6. Survey and Feedback Tools:
Platforms such as SurveyMonkey, Typeform, and Google Forms allow marketers to create surveys,
collect feedback, and analyze responses from customers and prospects. These tools help marketers
gather insights into customer preferences, satisfaction levels, and brand perception, and identify areas
for improvement in products, services, and marketing strategies.
7. Competitive Intelligence Tools:
Tools like SEMrush, SpyFu, and SimilarWeb provide insights into competitors' online marketing
strategies, keyword rankings, website traffic, and digital advertising campaigns. Marketers can use
competitive intelligence tools to benchmark against competitors, identify opportunities, and optimize
their own marketing efforts to stay ahead in the market.
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8. Marketing Dashboards and Reporting Tools:
Platforms such as Tableau, Google Data Studio, and Microsoft Power BI enable
marketers to create custom dashboards and reports to visualize and analyze
marketing performance data. These tools allow marketers to track key metrics,
monitor progress towards goals, and communicate insights effectively to
stakeholders for informed decision-making.
By leveraging these tools for marketing control, businesses can gain valuable
insights into their marketing performance, optimize strategies and tactics, and
drive better business outcomes.

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 Techniques of marketing control
1.Performance Metrics: Establish key performance indicators (KPIs) aligned with marketing
objectives and track them regularly. Common metrics include sales revenue, market
share, customer acquisition and retention rates, return on investment (ROI), website
traffic, conversion rates, and customer satisfaction scores.
2.Marketing Analytics: Utilize data analytics tools and techniques to analyze marketing
performance and derive actionable insights. This may involve analyzing sales data,
customer demographics and behavior, website analytics, social media metrics, and
campaign performance data to assess the effectiveness of marketing initiatives.
3.Marketing Research: Conduct market research to gather information about customer
needs, preferences, and behaviors, as well as competitive dynamics and market trends.
Surveys, focus groups, interviews, and observational studies are some of the techniques
used in marketing research to inform decision-making and evaluate marketing
effectiveness.
4.Budget Monitoring: Monitor marketing expenditure against budget allocations to ensure
efficient resource utilization. Implement cost-control measures and adjust spending
priorities as needed to optimize ROI and align with overall financial objectives.
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5. Marketing Audits: Conduct periodic audits of marketing activities, processes, and
strategies to assess their effectiveness, identify areas for improvement, and ensure
compliance with organizational policies and industry regulations.
6. Customer Feedback and Reviews: Solicit feedback from customers through
surveys, reviews, and social media interactions to gauge satisfaction levels, identify
areas for improvement, and address customer concerns in a timely manner.
7. Competitive Analysis: Monitor competitors' marketing activities, strategies, and
performance to benchmark against industry standards, identify opportunities, and
stay abreast of market trends and emerging threats.
8. Marketing Dashboard and Reporting: Develop dashboards and reporting
mechanisms to provide real-time visibility into marketing performance and facilitate
data-driven decision-making. Dashboards may include visualizations of key metrics,
trends, and performance indicators for easy interpretation and analysis.
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 Concept of Sustainability in marketing
Sustainability in marketing refers to the integration of environmental, social, and economic
considerations into marketing strategies and practices to create long-term value for both
businesses and society. It involves adopting responsible and ethical business practices that
minimize negative impacts on the environment, society, and future generations while
maximizing positive contributions to economic prosperity, social well-being, and
environmental stewardship.
Key aspects of sustainability in marketing include:
Environmental Responsibility: Implementing environmentally sustainable practices
throughout the marketing value chain, including product design, packaging, production
processes, distribution, and disposal. This may involve using eco-friendly materials,
reducing energy consumption and waste generation, and promoting recycling and reuse.
Incorporating environmental considerations into product design, manufacturing
processes, and packaging to minimize resource consumption, waste generation, and
environmental impact. Marketing initiatives may emphasize eco-friendly features, green
packaging,
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appeal Sharan to
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Unit-5B conscious consumers.
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2. Social Impact & Responsibility: Addressing social issues and contributing to
societal well-being through marketing initiatives that promote social equity,
diversity, inclusion, and community engagement. This may involve supporting
local communities, partnering with nonprofit organizations, and advocating for
social causes.
Demonstrating corporate social responsibility (CSR) through ethical business
practices, philanthropy, community engagement, and initiatives that benefit
society. Marketing campaigns may highlight social causes, charitable
partnerships, and initiatives to address social issues such as poverty,
education, healthcare, and diversity.
3. Ethical Marketing Practices: Adhering to ethical standards and values in
marketing communications, advertising, and promotional activities. Ethical
marketing practices involve honesty, transparency, respect for consumer
privacy, and compliance with laws and regulations governing marketing
practices.
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Upholding ethical standards and principles in marketing communications, advertising, and sales practices. This includes
being transparent and honest in advertising, respecting consumer privacy and rights, and avoiding deceptive or
manipulative tactics.
4. Consumer Education and Empowerment: Empowering consumers to make informed and responsible purchasing
decisions by providing accurate and transparent information about products, services, and their social and
environmental impacts. This may involve labeling products with sustainability certifications, providing educational
resources, and engaging consumers in sustainability initiatives.
Consumer Education and Awareness: Educating consumers about sustainability issues, responsible consumption, and
the environmental and social impacts of their purchasing decisions. Marketing efforts may include raising awareness
through advertising, content marketing, and educational campaigns to empower consumers to make informed choices.

5. Corporate Social Responsibility (CSR): Integrating sustainability into overall corporate strategy and culture, aligning
business objectives with social and environmental goals, and demonstrating a commitment to corporate citizenship and
ethical behavior.

By embracing sustainability in marketing, businesses can enhance brand reputation, build customer loyalty,
differentiate themselves from competitors, and contribute to a more sustainable and resilient future for people and
the planet.

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• Stakeholder Engagement: Engaging with stakeholders, including customers,
employees, suppliers, investors, and communities, to solicit feedback, address
concerns, and build trust and loyalty. Marketing communications may involve
dialogue, transparency, and collaboration to foster meaningful relationships with
stakeholders.
• Long-Term Value Creation: Focusing on long-term value creation rather than
short-term profits by considering the social, environmental, and economic
impacts of business decisions. Sustainable marketing emphasizes building brand
equity, customer loyalty, and competitive advantage through responsible
business practices and ethical marketing strategies.
• Overall, sustainability in marketing reflects a commitment to balancing the
interests of business, society, and the environment to create shared value and
contribute to a more sustainable future. By integrating sustainability principles
into marketing practices, businesses can enhance brand reputation, foster
consumer trust, and drive sustainable growth and profitability.

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