Marketing control

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The marketing control is to check the success in the use of marketing political instruments of product, price, distribution and communication policy. It is a sub-function of marketing controlling .

The marketing conception is a self-contained overall plan and represents a core area of ​​the management of a company or an organization. It comprises marketing goals, marketing strategies and the operational implementation in concrete measures in the marketing mix as well as the success control described here. In corporate management, the success control represents a plan-actual comparison, through which difficulties can be identified and appropriate action can be taken.

Profitability control

The profitability control is to determine what effect marketing had on the company's profit development. The profit development can be measured on the basis of the annual result in the balance sheet, but it is useful in partial results, as monthly or quarterly results. Due to the complex interplay of quantity, price and costs, it is difficult to assign them when using different instruments.

Performance control

Sales development

As a performance control, marketing can be assessed on the basis of its effect on sales development. It is a time comparison of the sales revenue from the income statement. The sales development provides information on how individual business areas have developed in relation to one another and to the overall market . The extent and, under certain circumstances, the nature of a change in a sub-area can provide information on the measures to be taken.

Development of market share

An assessment of the performance based on the effect on the market share is also possible. This can be calculated from secondary statistical sources (e.g. ACNielsen ) or determined using primary statistics. The market share is the ratio of your own sales share to the total market volume. It shows the extent to which the entire market has been exhausted by one's own company and provides information about the sub-markets in which the company was successful.

Strategy control

The most extensive specification of the type of means used is made in the strategy control based on the company's market penetration . The market penetration is determined as a qualitative assessment of the distribution and awareness within a market. Qualitative in the sense of how your own appearance affects the intensity of customer needs and the behavior of competitors. What effect was achieved with the given potential. The potential is determined on the basis of the number and (in B2B business) the size of the customers, the scope and activities of the competition, saturation and transparency of the market.

Demarcation

It is always a matter of assessing a development which, in addition to the marketing success to be examined, also depends on numerous other factors. In order to be able to hide their influence, the target / actual comparison is often used, which, over longer time series and more extensive comparison data, gives a sufficiently reliable picture of developments independent of marketing and thus enables marketing control in the first place.

See also

literature