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MARKETING CONTROL:
Marketing control is the process of monitoring and evaluating marketing activities to ensure they align with pre-defined goals and objectives. It involves measuring performance, identifying areas for improvement, and making necessary adjustments to optimize marketing strategies

PROCESS OF MARKETING CONTROL:
(A) Establishing Standards of Performance:
Actual performance has to be compared with some standard of performance.
The standards of performance are necessary for two reasons:
One, whether actual performance is up to the mark can be judged on the basis of the standard. Second, the marketing officials can know what is expected from them and therefore they can strive in a planned manner to fulfil this expectation.
There can be different standards for different aspects of marketing:
Standards for Sales Volume
Standards for Sales Expenditure
Standard for Share in Market
Standards of Profits

(B) Gathering Data on Performance:
To compare actual performance with the standards already established by the company, it is necessary to gather all the data relevant to it. For this purpose, three methods are available:
Personal observation
Oral reports, and
Written reports.

(C) Analysing Performance:
The information obtained through above methods should be compared with the established standards. If there is a difference between actual performance and optimum performance an attempt should be made to find out the causes responsible for it. There can be various causes for the weak performance of the salesmen, e.g., inability of the salesmen, lethargy of the salesmen, insincerity of the salesmen or change in customers' preferences in the market assigned to the salesmen and resultant fall in demand for the product, or weak sales efforts of the company and reduction in advertising etc.
(D) Taking Corrective Measures :
Once the causes of low performance are identified, action should be initiated to remove them. Otherwise, marketing control will prove a fruitless proposition.
There are three types of corrective measures. These are as follows:

(i) Changes in Sales Efforts:
For instance, salesmen may be instructed to raise sales efforts in their regions or it may be decided to reduce price to cope with the competitive forces in the market.

(ii) Augmenting Resources:
If sales are below the standard in some regions, provision may be made to impart training to a larger number of salesmen or additional supervisors may be appointed to exercise stricter control over the activities of the salesmen.

(iii) Changes in Standards:
Sometimes, it may be revealed that there is a discrepancy between actual performance and optimum performance because the standards of performance are not properly set.

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