What Are Examples of Marketing Controls?

Marketing controls are a set of practices and procedures employed by firms to monitor and regulate their marketing activities in achieving predetermined marketing objectives. Examples of marketing controls include: market share analysis, sales analysis, quality controls, marketing financial budgets, market ratio analysis, marketing research and implementation of marketing information systems.

Other examples include: customer satisfaction feedback surveys, analysis of cash flow statements, customer relationship management systems, level distributor support, performance of promotional activities, market reaction to pricing polices and service levels. Marketing control involves four steps: setting desired marketing objectives, establishing performance standards, comparing actual progress against performance standards and taking corrective action where necessary.