Answered: What is the purpose of Controls in a…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What is the purpose of Controls in a marketing plan?

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INTRODUCTION

A proposed marketing plan cannot be implemented without having actual control over it. Effective evaluation and proper monitoring of such plans can be put into practice through the crucial phrase of marketing known as ‘controls’.

EXPLANATION

Controls allow to monitor activities and make accurate adjustments when necessary. Controls are defined as the act of monitoring, evaluating, measuring the proposed plans.

Comparison of actual result with the marketing plans is required to ensure the productivity of the chosen marketing plan.

Through the control phase, evaluation of marketing plans can be carried through diverse strategies and schemes.

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