Entries by Allen Stafford

Strategic Control — Marketing Control Tools

The final of the four primary marketing control tools is strategic control. Every company should occasionally reevaluate its strategic approach to its marketplace. They need to determine if their overall marketing effectiveness — concerning long-term goals — meets their response to the marketing environment by reviewing their approach. Specifically, the review helps determine the firm’s […]

Efficiency Control — Marketing Control Tools

Efficiency Control The efficiency control portion of the marketing control process measures spending efficiency as it relates to marketing activities. As you may have read in the Profitability Control Analysis article that profitability control concerns itself with where the firm is making or losing money in regards to: Product Territory Customer Segment Trade channel Order size Efficiency […]

Profitability Control — Marketing Profitability Analysis

Marketing Profitability Analysis Defined Profitability control is a marketing control tool used to perform marketing profitability analysis. The profitability analysis is a systematic and logical process used to analyze profits earned from various marketing activities and marketing channels. Firms show a growing interest in using marketing profitability analysis to quantify the true profitability of varying […]

Financial Analysis Control Tool

Financial Analysis Control Tool Explained The fourth tool for measuring the annual control plan is the financial analysis control tool. This analysis tool looks at the relationship between the expense-to-sales analysis (ratio) and the overall financial framework to analyze where and how the company is making or losing money concerning marketing activities. In other words, it’s an […]

Marketing Expense-to-Sales Analysis

Marketing Expense-To-Sales Analysis Explained The marketing expense-to-sales analysis is one of four tools in the marketing annual control plan. As discussed in the article, The Marketing Control Process for your Business, the analysis is partly responsible for ensuring that a company reaches its financial goals. The ratio helps monitor marketing expenses, ensuring that a firm does […]

Sales Analysis – Annual Plan Control

Sales Analysis In the article titled The Marketing Control Process for your Business – Explained, I outline what marketing controls are:  “Marketing control is a process where company management or executives analyze and assess their marketing activities and programs.” The marketing control process includes four types of marketing control, they are, Annual plan control Profitability […]

The Marketing Control Process for your Business

Understanding the Marketing Control Process If you are like most small or medium sized businesses, marketing your company probably includes a basic marketing plan, most likely not written down. You probably have some marketing collateral (brochures) to leave with customers, a website, a social media presence that gets occasional attention, and a sales team. Like […]