Implementation Evaluation Control

Marketing control is defined as "the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved" (Kotler & Armstrong, G10).  I will be able to take control of my marketing strategies' results by evaluating the effectiveness of each strategy.  "Profits increase during the growth stage as promotion costs are spread over a large volume and as unit manufacturing costs fall" (Kotler & Armstrong, 262).   By taking inventory of my product and evaluating the net profit 4 times per year, I will be able to establish a clear view of whether or not marketing changes need to be made.  I would then need to go back to planning stages in promotion, marketing, and distribution to determine where possible improvements could be made. "At some point, a product’s sales growth will slow down, and the product will enter a maturity stage (Kotler & Armstrong, 262).