Exam Prep: TU Marketing
Unit 10: Evaluation & Control

Unit 10: Marketing Evaluation & Control

* Focus: Measuring results and taking corrective action to ensure goals are met.

1. Core Definitions

Marketing Control Measuring results & taking corrective action.
Annual Plan Control Checking if yearly goals (sales/share) are achieved.
Profitability Control Assessing earnings across products, channels, territories.
Efficiency Control Measuring spending efficiency (ads/sales force).
Strategic Control Reviewing overall system strengths/weaknesses.
Marketing Audit Comp, Syst, Indep, & Periodic exam of environment/strategy.

2. Strategic Analysis (High-Yield)

The Control Process

  1. Establish standards (simple, clear, flexible).
  2. Measure actual performance.
  3. Compare actual vs standard (find gap).
  4. Take corrective action (reformulate).

Why is it Important?

  • Detect deviations & locate responsibility.
  • Match environmental changes & modify strategy.
  • Guide activities toward predetermined goals.

Marketing Audit Features

  • Comprehensive: All areas, not isolated.
  • Systematic: Orderly micro/macro analysis.
  • Independent: Objective external parties.
  • Periodical: Regularly, not just in crisis.

Audit Components

Environment (Macro/Task), Strategy & Org, Systems & Productivity, Function Audit (Price/Product).

3. Visual Blueprints (Must Draw!)

Model 1: The Marketing Control Cycle
1. Set Standards 2. Measure Actual 3. Compare (Gap) 4. Corrective Action Feedback Loop (Target Adj.)
Model 2: Marketing Audit Component Hub
Macro & Task Environments (External) Marketing Audit Environment Strategy & Org Systems Productivity Function Staff/Org

4. Exam Triggers & Nepal Context

High-Probability Questions:

  • 5-Mark: "Explain the 4-step process of marketing control and its importance for organizational discipline."
  • 15-Mark: "Critically examine the types of marketing control and the components of a comprehensive marketing audit."

"Must-Include" Keywords:

  • Deviation: Gap b/w standard & actual.
  • Effectiveness Rating: Tool for judging efficiency.
  • Activity-based costing: Used for profitability.
  • MKIS: Key element of system audit.

Marketing Control in Nepal

Ad-Hoc: Decisions are non-systematic.
Punishment: Control is viewed negatively.
Top-Heavy: No delegation (centralized).
Rare Audits: Firms rely *only* on basic annual plans instead of comprehensive audits.

*Use these points to score high!

5. Final Review Canvas

1. Topic Overview

Control is a systematic process of measuring results and taking corrective action. Linked to planning like "pen & paper". Vital for detecting deviations, ensuring plan success, and maintaining discipline through goal-setting.

2. Strategic Framework

Utilizes 4 control types: Annual Plan (sales), Profitability (earnings), Efficiency (spending), and Strategic (strengths). Anchored by the Audit (Comp, Syst, Indep, Periodical).

3. Practical Reality

In Nepal, control is largely an ad-hoc activity often viewed as punishment. It is top-level heavy with an over-reliance on annual plans. True, independent audits are extremely rare.