Marketing management

People have needs, desires and anxieties, which in turn are reflected in consumer behavior, which translate the demand for goods and services offered by the different business organizations and intermediaries in the system.

Introduction

Marketing research is very important for the systematic collection and analysis of facts related to the consumer, the client and the public to identify problems and opportunities with which to carry out marketing actions, supervision and improvement of the process, on the other hand the Positioning determines the degree to which the company can achieve for its brand, product and its attributes the preference of the target group, to influence the consumer and make it react in our favor when the characteristics of the product meet expectations and satisfy well. to the consumer. Segmentation plays a very important role, it allows us to divide the market into groups with homogeneous characteristics so that we can guide marketing actions with a more focused approach, optimizing resources,the segment must be measurable, accessible and profitable. Once the business environment has been analyzed in its economic, political, legal, social, cultural, technological and ecological aspects and regarding the sector where the company competes and the aspects of suppliers, clients, substitutes, current and potential rivals, the company can determine market opportunities and threats. With internal analysis and based on our own culture, the strengths and weaknesses with which the environment must be confronted are determined, in order to achieve the proposed objectives, making strategic decisions regarding product, distribution channels, communications and prices.Technological and ecological and regarding the sector where the company competes and the aspects of suppliers, clients, substitutes, current and potential rivals, the company can determine the opportunities and threats of the market. With internal analysis and based on our own culture, the strengths and weaknesses with which the environment must be confronted are determined, in order to achieve the proposed objectives, making strategic decisions regarding product, distribution channels, communications and prices.Technological and ecological and regarding the sector where the company competes and the aspects of suppliers, clients, substitutes, current and potential rivals, the company can determine the opportunities and threats of the market. With internal analysis and based on our own culture, the strengths and weaknesses with which the environment must be confronted are determined, in order to achieve the proposed objectives, making strategic decisions regarding product, distribution channels, communications and prices.The strengths and weaknesses with which the environment must be confronted are determined in order to achieve the proposed objectives, making strategic decisions regarding product, distribution channels, communications and prices.The strengths and weaknesses with which the environment must be confronted are determined in order to achieve the proposed objectives, making strategic decisions regarding product, distribution channels, communications and prices.

Regarding the functions that a marketing manager must perform to fulfill the previously described, we have the following:

Determination of product mix, innovation, replacement or imitation

Advertising, Sales Promotion

Distribution of markets and planning of channels and sales territories

Analysis and control of sales

Forecasts and sales budgets

Logistics of physical distribution

Products services

Customer service

1. Marketing administrative perspectives

1.1 structural vision of marketing

The structural vision of marketing allows us to focus on the following aspects;

The company in terms of its environment, strategic analysis, strategic and operational objectives, as well as personnel, finance and production strategies. For the focus of our products.

The basic positioning strategy, competitive advantage and marketing objectives

Product strategies (brand, packaging, etc.), prices, communications (advertising, promotion and merchandising)

The management strategy reflected in distribution, sales and services

The marketing information system, made up of informal data information, commercial invoice information and scientific research from market research, feeds back the previous process.

The variables of client, consumer and competition market, total market, potential market, target market and target market, provide information for the market information system

1.2 marketing guidance and administration

The marketing management contributes to the achievement of the objectives of market participation to guarantee its survival, profitability to guarantee the return on investment of the partners and growth for the expansion of products and markets, maximizing the value of the company in the market. To achieve this, it develops a mix of product, channel, communication and precise marketing, with an administrative process that includes the planning phase in which it visualizes the future and determines the actions to be followed, in the organization phase determines the necessary structure To achieve the goals, management enables you to guide and motivate people towards achieving the goals. In the control stage, the process is fed back before, during and after to take preventive and corrective actions.

Marketing management has the following responsibilities:

Analysis of marketing opportunities: determine the influence of the environment, competitive evaluation, identification of market segments, segment selection, analysis of potential demand and sales forecast.

Setting goals for marketing activities: sales volume, market share, image, profits, return on investment.

Development of the internal marketing organization: by products, by territories, by types of customers.

Acquisition of resources for marketing operations: personnel, facilities, capital and materials.

Marketing mix conditions: the conditions of sale determine the base price, credit, transportation and handling. The elements of the distribution mix define shipping facilities, inventory control, storage conditions and distribution channels. The communication mix determines sales promotions, personal sales, advertisements, POP material, sales, and personal training.

Understanding the evolution of marketing, due to consumer pressures, legal regulations, competition, the evolution of technology, changes in the economy, allows us to develop a competitive strategy for our business. Marketing management approaches have gone through product, production, sales, marketing, social marketing and one-to-one marketing orientations.

The first generation of marketing: the product is considered only based on its practical usefulness. Productive efficiency is the priority of the organization, the point of view of the company prevails over that of the customer. There is no communication between producer and consumer.

The second generation of marketing: consumption patterns change due to customs, values, attitudes, judgments about brands, etc. Laws begin to protect the consumer, consumer opinion is not taken into account yet only acts as a censor or opponent.

The third generation of marketing: the consumer begins to provide information, it is recognized that the commercial exchange in two ways. Instruments are used to capture customer data. Reactions to stimuli are analyzed. It is still planned depending on the company.

The fourth generation of marketing: the client is considered an active being, and not a simple object that can be possessed, the consumer becomes the center of the mercantile universe. the priority is to identify the needs, aspirations and desires of the clients. Companies begin to adapt to these changes.

The fifth generation of marketing: the consumer has direct access to information about products and services, can participate in the product design process, the focus is on key success factors. Consumption patterns are radically transformed; global economy, customer loyalty is sought.

The sixth generation of marketing: commercial Internet applications,

E-business, from you to you, from you to him, from him to them, applications of new commercial technologies, online businesses.

1.3 the planning process

Today's companies are under strong pressure from various changes, success is in dealing with change and adapting to it, making good use of resources. An organization that does not plan its future is not going to have it, the most effective way to deal with change is to help create it. Planning without action is useless. Planning is a formal and systematized process that includes investigating and analyzing future conditions, choosing a course of action taking into account the internal capabilities of the organization.

To do the planning we must ask ourselves the following questions:

Where are we now? This requires an assessment of the current situation, a diagnosis, Where will the organization be in 5, 10, 15, 20 years? It is necessary to set goals.

How can we get there? Define the actions to follow. The strategies.

Strategic planning is a process to create and maintain a good accompaniment between objectives and resources and the opportunities in the evolution of the market. success depends on anticipating the facts and determining the strategies and objectives to achieve profitability and long-term growth. This requires long-term commitment of resources.

Strategic planning is long-term, involves the entire organization as a whole and seeks to place it in a competitive, successful position. It is a modern way of evaluating, analyzing, and preparing for the future. consider the organization as a whole. It optimizes it, a strategic error threatens the survival of the company, a good strategic plan protects the resources of onslaught from the competition.

Long-term planning, is in the hands of the general management or the presidency, includes periods of more than 3 years, depending on the external environment and its stability, as well as the reliability of its predictions. The greater the stability of the environment, the longer the long term of the planning, an organization with a very turbulent environment plans for 3 years.

1.4 corporate marketing planning

It is the design of activities related to objectives and changes in the marketing environment, basis of strategic marketing decisions.

Strategic marketing management focuses on things like:

What is the main activity of the company at any given time?

How will you achieve your goals?

Do employees know how to put the company's long-term goals into practice?

The marketing plan examines the external environment and the company, defines the product lines, distribution channels, communications and prices. Specify the objectives and define the actions to achieve them, Before defining actions, marketing managers understand the current environment and the potential in which the product will try to sell (DOFA SWOT analysis).

Weaknesses and strengths allow resources to focus on costs, production, sales capacity, brand and company image, technology, financial resources, and staff potential.

Opportunities and threats allow an environmental tracking, analysis of forces, relationships of the environment, for the design of strategies.

1.5 the marketing process

It comprises the following stages:

Company mission statement.

Analysis of marketing opportunities, segmentation and analysis of demand.

Select the target market.

Programming of the marketing mix strategy.

Marketing program implementation.

Transactions and exchanges with clients and consumers.

Evaluation and control

Feedback is used for the specification of objectives and the allocation of

resources.

The strategic marketing objectives are the fundamental achievements that must be achieved to guarantee the growth of a company or area of it in the short, medium and long term, depending on the opportunities.

The strategic objectives answer the questions:

How am I going to grow? Define growth strategies.

How am I going to be different? Define competitiveness strategies

How am I going to position my product in the consumer's mind? Define positioning strategies.

2. Market analysis

1.1. What is a market?

Confluence of supply and demand, interaction of suppliers, intermediaries, and natural and legal persons with needs and purchasing power,

a market exists because there are people with needs and products that satisfy them.

1.2 kinds of markets

1.2.1 According to your geographical area

Premises in restricted site of the locality

Regionals span several geographically integrated localities

National all internal transactions of a country

Global international transactions between countries

1.2.2 According to what is offered

Of goods tangible goods

Of services intangible goods

1.2.3 According to the price formation time

Instant offer price set fast

Short-term price determined - cost-long-term price determined slowly

1.2.4 According to the competition

Perfect

competition Imperfect competition

1.2.5 Other types of markets

black market scarce products

Illegal contraband market

Informal market street products

Currency market dollars

1.3. Perfect competition market

The supply and demand are made up of a large number of bidders and claimants that none of them individually can intervene to modify the price

The decision of an individual producer does not affect the producer conglomerate

There is freedom of movement of goods and of productive factors, companies behave like rivals, like real competitors

New companies with the necessary resources should not be prevented from entering the market. there is freedom of entry and exit to produce or stop producing

The products are homogeneous, without specific differences (in terms of quantity and quality) so as not to use competitive advertising, but rather informative

Producers and consumers know the movements that take place in the market, they know the laws of the market and they take advantage of them.

The price is given, it is fixed when supply and demand are the same, equilibrium price, which is maintained as long as they do not vary (o and f)

1.4 Imperfect Competition Market

The perfect competition market would benefit both the producer and the consumer (general benefit) although in reality it does not exist, but a market will be, as long as it meets these conditions. serves to compare the imperfections of the other markets

To the extent that a market does not meet the conditions of perfect competition, it will be a market with degrees of imperfection

In this market the number of bidders is so great, they can be few, or be one.

Bidders can intervene in the price modification

There is no full mobility of goods and production factors, there is control over them

There may be product differentiation and require competitive advertising

There is no freedom for new bidders to enter the market, there are barriers

There is no perfect knowledge of the movements that occur in the market

1.5 Monopoly

A single producer has absolute control of the market, there is no competition

There are many consumers

There are no substitute products, the monopoly product is very different from those that exist, if they exist

The bidder can modify the quantity of products offered in order to have control over the price and increase their profits.

The bidder faces a relatively inelastic demand curve (having no competition or substitutes)

The price will vary in inverse relation to the quantity you want to sell, it adjusts to the structure of the company

The maximum profit is obtained when the marginal income is equal to the marginal cost

The company is confused with the industry, the industry groups producers of the same branch

It is a negative market for the consumer

1.6 Monopolistic Competition

Some bidders make their consumers prefer their products to competitors

There is a differentiation of products in such a way that consumers prefer them for some attribute, brand, presentation, etc.

There is a certain "monopoly power" to modify quantities and prices in a limited way

Companies wishing to enter must have the necessary resources

Monopolistic associations; cartels, unions, trust, are distributed among the internal market that is inevitably intertwined with the exterior

Monopolistic competition at the international level manifests itself as follows:

Control of basic raw materials Control of technological advances Control of financial resources Control and use of trademarks and patents Control of advertising agencies Global ideological and political competence

Monopolies need to expand, export their capital to other countries to increase their (multinational) profits.

1.6.1 Among the types of monopolies we have:

Natural monopoly, refers to natural resources, an country's absolute advantage of a product

Economic monopoly, these are monopolistic economic organizations, cartels such as OPEC, Ardila Lule, Santodomingo, Antioquia union

Monopoly of law, are considered patents issued by the state such as citizenship cards, passports, military passbook, driving pass, operating licenses

State monopoly, is the one that the state exercises through the companies it owns, Emcali, liquor industry

Degree monopoly, a situation that expresses the extent to which a company approaches a monopoly situation, how much percentage does this company use of the total demand

Bilateral monopoly, monopoly regime in which a single seller faces a single buyer, for example labor market, purchasing center with a sales center, exchanges of their own products between two countries

Foreign trade monopoly, has reference to bilateral monopoly, the state assumes direct responsibility for exchanges

1.6.2 Oligopoly - large monopolies

It is a market model in which there are so few companies that the decisions regarding production and prices made by one of them influence the profits and decisions of those who participate in the industry.

A few producers dominate the market, influencing quantity and price

There is some relative rigidity of prices in response to changes in demand or in costs. it is easier to increase prices than to decrease them

Producers do not act independently, they are interdependent in their competition

Oligopoly is imperfect when oligopolists produce differentiated goods, allowing them to modify their prices to increase their profit

Oligopoly is perfect when oligopolists produce good substitutes for goods from other oligopolists

In the oligopoly there are the poster models for each industry (oil, textiles, etc.)

The cartel is centralized for 2 or 4 companies (group of companies that come together to make centralized decisions)

In the distribution poster, each poster distributes in a certain area

2. The target market

An organization that decides to operate in a market will realize that it cannot serve and attract all buyers, which can be very numerous, spread geographically, with diverse purchasing requirements and practices. Each company must identify the most attractive buyers that it can effectively serve.

In mass marketing, (undifferentiated target market) the seller massively produces and distributes a product and tries to attract all kinds of buyers, low costs are used to have low prices. example Coca-Cola used it for some time, Ford with its Model T, some presentations of flour or sugar.

A single marketing mix is developed for the entire market, it is assumed that all customers have the same needs, this strategy is good when there is no competition

As an advantage, it has savings in production and marketing costs.

As disadvantages it has the lack of unimaginative offers of the product, it is more susceptible to competition.

Marketing of differentiated products, (target market of multiple segments) is a style where the seller produces articles, designed to look different from each other and very different from competing products, the product may have characteristics, styles, qualities, sizes, presentation, prices etc. Mylanta To satisfy different needs of its consumers.

The same Coca-Cola example has several types of Coca-cola. Antacid like Tums or Mylanta, cosmetic companies.

A marketing mix is developed for each segment, allowing greater financial success, economies of scale in production and marketing.

As disadvantages the costs are high and cannibalism occurs

Marketing by objectives (concentrated target market) in this approach different groups or segments that make up the market are distinguished, one or several of these are selected and all marketing efforts are focused on them, to develop products and marketing mixes that satisfy their needs, example Johnson and Johnson. Specialty toy stores

Advantages of marketing by objectives are the concentration of resources, the needs of a strictly defined segment are better met, it allows some companies to compete better with larger companies, strong position in the market.

As disadvantages it has smaller or changing segments, the big competitors can sell more effectively to the niche segment.

Marketing opportunities are better distinguished by looking at segments that have not been met their needs by current market offerings.

Adjustments can be made to marketing variables, by researching the market, to meet consumer needs. Establishing marketing programs for each segment, optimizing resources.

2.1. Stages of market segmentation

Identify the bases to segment the market.

Develop profiles for the different segments.

Develops measurements of segment activities.

Market segmentation divides the market into differentiated and significant groups of buyers who need different products and marketing mixes.

Among the segmentation options is the non-segmented market that is imprecise and insufficient. Total segmentation, in which each individual is a separate market segment, not economically feasible. Viable segmentation made up of consumer subgroups is economical and efficient.

2.2 Stages of Marketing by Objectives

Select the target markets.

Develop the positioning of each target market.

Develop the marketing mix for each target market.

2.3 Basis for Segmenting a Market

For purchase reasons

Industrial users:

By location.

Industrial classification.

Product uses.

By the magnitude of the users.

Last consumers

Geographically: total population, region, department, municipality, density, population size.

Demographically: ages, sex, family size, occupation, education, religion, race, nationality, social class, life cycle of people (young single, young divorced or married without children, young married without children, young divorced with children, middle-aged divorced without children, married in middle-age without children, adult married with children divorced adult with children Adult married with children dependent on him, divorced adult with no children dependent on him, married in old age, single advanced age.

Psychographically: motives, lifestyle, social class, personality (compulsive, gregarious, authoritarian, autonomy, conservative, aspirations)

By expected benefits: consumption index, advantages you are looking for.

For marketing factors: brand loyalty, sensitivity to commercial factors.

2.4 Why segment?

Focus marketing strategies.

Evaluate market opportunities.

Assign and locate resources.

Fine-tune the marketing mix.

2.5 Segment Requirements

Accessibility: degree to which we can access and serve the segment.

Measurability: Degree to which the size and purchasing power of the segment can be measurable.

Substantiality: degree to which the segments are large and / or profitable.

Responsiveness: Ability for the segment to respond to a mix differently than the others.

3. The Positioning

It is the place that a product, brand or group of products occupies in the consumer's mind, in relation to the offers of the competition. It assumes that the consumer compares products based on very important characteristics. It requires evaluation of sites occupied by competing products, determination of significant dimensions, and choice of a location in the market where the company's marketing efforts have the greatest influence.

Differentiated product uses this strategy to distinguish its products from its competitors.

Perceptual mapping is a graphical means to locate the locate products, brand or groups of products in the minds of customers, the perceptions are located on two axes example high price and low price, conservative and innovative.

The bases for the positioning are different according to the companies, among them we find the following.

Attributes, each product is associated with an attribute, characteristic or benefit for the consumer, such as variety, aesthetics.

Price and quality are associated as a reflection of quality. Travel in first class.

Use or application, it is emphasized in them in the communications, juice for breakfast.

Product classes, the product is placed in association with a category, traveling on a bus line in front of trains to trains.

4 Measurement of market demand

To assess market opportunities, market demand is estimated, which is the total volume that would be purchased by a group of defined customers, in a defined geographic area, over a period of time, in a defined marketing environment, for a defined marketing.

It is necessary to take into account the following elements:

Product, carefully define the limits of each product category, milk for children under six months, one to three years etc.

Total volume, can be measured in terms of amounts or money 5,000 shirts or $ 200,000.

Purchased, define the volume in order volume, dispatched, paid, received or consumed.

Group of clients; Demand can be measured against the entire market or a segment (s). Bath soaps for Hospitals, hotels, homes, companies

Geographical area, it will have to be measured with respect to well defined geographical limits.

Sports shorts for Colombia.

Time period, next semester, year, next five years.

Marketing environment, each forecast is affected by a particular environment.

Marketing program, demand is also affected by factors that are under the control of the selling company. In the markets, demand shows a certain elasticity regarding prices, promotion, product improvements and distribution efforts.

Market potential, is the limit towards which the market demand approaches when the marketing expenses of the industry grow unlimitedly.

Q = NX PX Q where Q is the market potential

N is the number of buyers in that market

Q is the average quantity purchased by each buyer

P is the average price of each unit

If we have 10,000 CD buyers a year in Palmira, who on average buy 4 discs a year and the average price is 5,000, the potential market is:

10,000 X 4 x 5,000 = $ 200,000,000 (40,000 units)

The market forecast shows the expected market demand according to the planned marketing expenses in an environment.

If 70% of the market buys compact discs we have a market forecast of:

10,000 x 70% x 4 X 5,000 = $ 140,000,000 (28,000 units)

Demand of the company, are the sales that result from its participation in the market. It is influenced by their prices in relation to competition, marketing expenses versus those of its competitors, the marketing mix against its competitors, the allocation of funds to the products and also territories efficiency in spending these funds

if the company participates with 25% of the market we will have:

10,000 x 70% x 4 x 5,000 x 25% = $ 35,000,000 (7,000 units)

The company's sales forecast is the expected level of sales based on the choice of a marketing plan in a given environment. Describe the company's sales.

The sales quota is a set of sales goals for a product line, for a company division, or for a representative. To define and stimulate the sales effort. It is obtained through the consideration of the company's sales forecast, the achievement stimulus.

The sales budget is the estimated sales to make purchasing, production and cash flow decisions, takes into account the company's sales forecast and the need to make unnecessary investments.

In this case, the company determines with sales statistics analysis, the sales force, supervisors and sales managers a sales budget of 6,700 units to $ 6,500 for a total of $ 43,500,000

5. The marketing strategy

They are the actions by which the company tries to achieve its marketing objectives, comprising a coordinated set of decisions. The strategy refers to the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix, with a level of marketing spending that produces mutually satisfactory exchanges with the target markets. Indicates which segments (s) to focus on. This process begins with the analysis of market opportunities that consists of the description and estimation of the potential size of sales of the market segments that are of interest to the company, in addition to the evaluation of key competitors in those markets.

There are three general strategies for selecting markets, attracting the entire market, focusing on one segment, or attracting multiple segments.

The marketing mix refers to a distinctive mix of four-p strategies, product, place, promotion, and pricing. Which is controllable by marketing managers, but the strategies of the four components must be combined to achieve excellent results in an optimal mix. Variations in the marketing mix are not accidental; marketing managers design strategies to gain advantage from their competitors and better serve the needs of their consumers.

Product strategies can be tangible or intangible, it is the basis for designing the others, the product includes the physical unit, the packaging, the brand, the logo, the guarantee, the after-sales service.

Distribution strategies are applied to make products available at the right time and place. The goal of distribution is to be sure that the products arrive in conditions of use to households when they need them.

Communications strategies include personal sales, advertising, public relations, sales promotion etc. In order to promote

Satisfactory exchanges with the target markets, through information, education, persuasion and remembrance of the benefits of the product and the company.

The pricing strategy is the most flexible of the four, it can be changed more quickly, price represents a key competitive weapon for the organization in terms of revenue.

6 The marketing plan

The process begins with the analysis and market forecast, when the marketing executives describe the sales, the market and the profits that the company will be able to obtain with the strategies that they could develop.

Marketing executives work with production, finance and personnel executives to develop a business plan, which includes a forecast review and market analysis, with the approved business plan, marketing proceeds to develop the plan marketing, which describes the specific goals, strategies, programs, budgets and controls, of the different members of the marketing department will use to support the business plan, the other executives will develop their part corresponding to the business plan relevant to their areas of operation.

The product line plan, the product plan, the brand plan, the marketing plan, the product market plan require extensive marketing resources.

The components of the marketing plan are:

Executive summary of the main goals and recommendations presented by the plan. It enables senior management to quickly understand the most important aspects of each plan.

Analysis of the situation, description of the features that affect the operation, includes background, normal forecast, opportunities and threats, strengths and weaknesses, The background shows sales, margin and marketing expense data for the past five years.

The normal forecast shows a forecast of market size and sales under normal conditions, assuming no change has occurred in the marketing environment. You can extrapolate past sales and rate figures, assume that participation is sustained, that prices are sustained or increase a percentage, forecast the economy and other important variables that affect sales, and incorporate these estimates into an equation, another method is In gathering sales force estimates of what they expect to sell next year, two or more estimation methods are used to take an average. The forecast is reviewed with senior management.

Opportunities and threats describe the external factors facing the business, listed in a way that suggests actions that may be possible.

The strengths and weaknesses, the list of strengths have implications in formulating the strategy, the list of weaknesses has implications in investing to correct them.

The objectives and goals are stated on where the business should go, define them in terms that are accepted by senior management, achieve 25% growth in sales, a 20% profit on assets after taxes, The marketing strategy describes the game plan by which the company hopes to win.

The strategy has three components, the target market to provide emphasis to the different market segments that make up each segment, it differs in its preferences, responses to marketing efforts and profitability. The marketing mix, consists of a set of levels of the four P with which the company faces many selection alternatives, in the mix for a particular target market, also the marketing executives will have different options on the effectiveness of the different variables, sales will want more stimuli to the sellers, advertising more announcements, the product manager will want to improve the quality of the packaging etc. The level of marketing expenses, the marketing strategy requires having the expenses, it is established as a percentage of sales,the higher the marketing expenses, the higher the sales, but the point in which the increase in sales has little impact on profits must be determined.

The action program, the strategy must be converted into a specific set of actions to achieve the marketing goals. Responsibilities are assigned to each executive that has to do with achieving it. The action plan is brought to a table with the twelve months of the year or fifty-two weeks, with rows and columns, start and end dates.

The budget, goals, strategies and planned actions allow the formulation of a budget as an element to support the operation.

A budget starts has an order like this:

Sales budget.

Production and final inventory budget.

Budget of direct materials, direct labor, indirect production costs.

Cost of sales budget.

Sales expense budget.

Administration expenses budget.

Financial expenses budget.

Income statement budget, (income and expenses)

Balance sheet budget.

Capital expenditure budget (investments)

The controls the last section of the plan contains the methods that will be applied to control the progress of the plan, the goals and the budgets are reviewed monthly or quarterly, you can also have weekly reports. Senior management reviews the results and requests explanations from the responsible managers.

Marketing control seeks to maximize the probability that the company will achieve its short and long-term objectives.

Control of the annual plan seeks to ensure compliance with sales and profits and the other goals established in the annual plan. Sales, market share, analysis of marketing and sales expenses, tracking customer attitudes (demand and suggestion systems, panels with customers, feedback through surveys), corrective action, are analyzed when performance deviates too much from sales, defensive maneuvers must be made to correct the situation.

Strategic control goes beyond annual plan review, total marketing effectiveness is reviewed, marketing audit is a periodic, comprehensive, systematic, independent review of the marketing environment, objectives, strategies, and activities of a company. The rapid changes in the environment make them obsolete.