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Marketing Control

Marketing control is the process of setting standards and measurement intervals to gauge marketing progress, measuring interim results after implementation, diagnosing any deviations from standards and making adjustments if needed to achieve the planned performance. Without using this, it would be very difficult to ascertain the performance of a marketing campaign that has been implemented. This covers monitoring against planned targets, control mechanisms and performance metrics. It is possible to see where the strengths are in the campaign, but it also allows for recognition of limitations and weaknesses.

Marketing control ensures that marketing programmes are not left to their own devices. It is possible to see exactly where and when results fall short of or exceed expectations – and come to a decision about the action you will take. The main focus of marketing control is to identify early any weaknesses to avoid failure in your marketing plan. However, recognition of weaknesses is only helpful when corrective action is taken afterwards, thereby creating a successful marketing plan.

Drawbacks of Mass Marketing

Whilst mass marketing can be effective, it can also have its limitations. Even though developing one marketing mix for a large audience can be cost effective, it might not have the same level of performance as other methods. One marketing mix may not be enough as today’s markets are rarely so homogenous; even slight differences can serve as clues to underlying needs in segments where an organisation can gain competitive advantage, encourage customer loyalty and ultimately return profits. Customers often respond better to marketing that has been targeted at them specifically. This is because their specific needs are being address, rather than having a single marketing mix for the entire market. By not addressing different segments of the market, potential customers may disengage with the product and/or brand, thereby reducing profit.

Marketing Audit

Before any marketing programme or major strategic, tactical or operational decisions should be made, the company in question should undertake a marketing audit. A marketing audit has been defined as a comprehensive, systematic, independent and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s performance. Marketing audits may be both internal and external. Internal audits focuses solely on the organisation, analysing its resources, capacity and capabilities. External audits are concerned with the environment in which the company operates. This would include political, social, economic factors, alongside knowledge of competitors and market demand.

The main purposes of the marketing audit are: 1.	Identifying the organisations current market position 2.	Understanding the environmental opportunities and threats it faces 3.	Clarifying the organisations’ ability to cope with environmental demands.

Whilst still a relatively underutilized tool, the marketing audit is integral to the success of an organisation or a marketing programme. The marketing audit is necessary as it allows company’s to assess their ability to be able to perform effectively and efficiently.