CHAPTER ONE
1: 1 BACKGROUND OF THE STUDY
Marketing plays a dominant role in the successful management of business in the world of Drucker [1973; 9] business enterprises have two basic functions, marketing and innovation. Only marketing and invocation produce results; all the rest are cost. Marketing as the only revenue generating functions; must make plan attempts to implement and control such plans to the extent that its objectives are achieved.
Developing good strategies and tactics, after analysis the marketing environment are only the beginning toward the successful managing of the marketing efforts, usually surprise occurs during the implementation of marketing department therefore must engage in marketing control system and essential in making sure that the company operate efficiency and effectively. As a plan implementation and control are related. All resource available to any business whether human or otherwise must be mobilized into a daily; monthly, yearly and even annual activities that will cause the strategic plan to work well. Management should develop its basics control process along the following step as suggested by Koontz and Weihrich [1988; 540 11]
-establishing standard
-measurement of performance and
-correct of deviations
Standards may be in the form of short term goal and long term objectives which should be measured against actual result and corrective action should be taken when necessary. When actual performances deviates greatly from annual plans, the corrective plans may be to adjust objectives and long term objectives which should be measured against actual result and corrective actions. Would be taken when necessary. Where actual performance deviates greatly from annual plans, the corrective action may be to adjust objectives and goals by making them realistic and attainable.
A number of techniques have been developed overtime and these are readily used in marketing management across the globe kotler[1980;640-644]broadly classified marketing control process into four categories namely;
1. Annual plan control; sales analysis; marketing ratio analysis; market share analysis and consumer attitude tracking.
2. Profitability control; consisting of effort to determining profitability of different products, territories, trade channel and consumer groups.
3. Efficiency control; means determining more efficient ways of managing sales force advertising, sales promotion and distribution.
4. Strategies control; consists of efforts aimed at periodically examine whether a company basics strategratics marched to its opportunities.
Marketing control techniques as a component of the marketing information system must be able to provide information to management about performance. Interestingly, a good management will like to know which product sales and highest and why, whether the product is profitable; what is selling and at what cost. very often; the traditional accounting report are usually of little help to the manager ;a company account might be showing an overall profit arising from the business. Without specifying which of the centre is doing very fine and which is not?
A detailed breakdown of firm’s sales records can be very useful and informative such breakdown can update marketing executives who have been out of touch. Additionally, routine sales analysis prepared weekly; monthly or even yearly may show trend thus permitting marketing executing to check their basics assumptions about performances, [kotler1986].