Implementaion Evaluation Control

Marketing is a dynamic and volatile process.   We need to do continuous evaluation of our promotion programs and measure areas of success and areas of poor returns. If our company is not achieving its goals; it could be caused by a poor plan, poor implementation or the plan has become outdated.   Using costumer feedback and sales figures we can evaluate if we are being successful with our marketing.  Customer satisfaction is the ultimate indicator of tracking our success at meeting our goals.  Most people are more willing to give negative feedback than positive. Although the feedback may seem to indicate that our product is poor, this negative feedback is a good starting point for improving our product or potential product line expansion. Also evaluating different market areas on a quarterly basis will be key. If sales are inconsistent from one market to the next, in depth analysis of the differences in each market will help us to improve targeted marketing for the less successful markets.  Evaluating efficiency will also be another important control to ensure our product is produced in a manner that ensure product availability to all markets we supply.