Evaluating Marketing Activities

Marketing Organization: Meaning, Purpose, Role, Organizing Marketing Unit

The structure and relationships of marketing personnel, including lines of authority and responsibility that connect and coordinate individuals, strongly affect marketing activities. People in the organization carry out activities of marketing. Marketing management, therefore, cannot take place except within a specific organizational setting. The organizational setting is termed as ‘marketing’s home.’ Thus an understanding of…

Marketing Evaluating and Controlling

Marketing is a complex activity. It involves many options, it requires coordination among many functions and tasks, and it must respond to changes in customers and competitors. These factors make planning difficult and often make the achievement of a marketing strategy or program even more problematic. Without good control and evaluation procedures, even the best…

Marketing Control: Types of Marketing Control

What is Marketing Control? Marketing control is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are accomplished. It consists of four steps, shown in the following figure: Management first sets specific marketing goals and then measures its performance in the marketplace…

Marketing Implementation: Definition, Aspects

What is Marketing Implementation? Marketing implementation is the process that turns marketing strategies and plans into marketing actions to accomplish strategic marketing objectives. Implementation involves day-to-day, month-to-month activities that effectively put the marketing plan to work. In contrast, marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and…