Free Marketing Dissertations - Evaluation And Control Of Marketing Plans table Of Contents i. Abstract
Evaluation and Control of Marketing Plans
Table of Contents
I. Abstract . 2
II. Introduction ........ 3
III. An Appraisal of Evaluation and Control Methods ... 4
IV. The Importance of Evaluation and Control Methods at McDonalds .. 6
V. Assessment of the Methods of Evaluation and Control at McDonalds 7
VI. Recommendations ... 8
VII. Bibliography ... 9
I. Abstract
Every commercial organization looks to the bottom line to measure their degree of success over a given fiscal period, and as a barometer of performance as well as profitability. And regardless of the product(s), goods or services that company is engaged in the success of the organization depends on effective methods to generate sales, which is marketing and the evaluation and control of all factors within the enterprise to cause and contribute to this end. In addition, to the degree in which it can, the company also needs to evaluate and control factors or influence those aspects that are outside of the enterprise. The degree to which a company employs the correct methods within these spheres will determine to a great extent the degree(s) of success it will have in the marketplace. This entails the employment of the four major types of control and evaluation identified by Kotler (2003), which are financial, productivity, annual and strategic.
Achieving success in the consumer arena, as well as staying and thriving there, is a function of an organization’s ability to implement what it has learned through market research and then implement those plans while evaluating and controlling their progress through the monitoring and measurement of results against forecasts. The preceding is important, because without goals and objectives the process itself is moot. And to attain the foregoing management must be able to pin point as well as understand the relative progress being made at every step in the selling and administrative (support) process to increase the quality, value and reputation of its offering, be it a product goods or services as well as adjust, modify, control, and factors that act upon or are inherent in this synergy.
The preceding success is defined by the proper application of evaluative and control theories, of which there are a number of excellent examples. Toys ‘R’ Us, Nabisco, Honda, British Airways and countless other industry leaders have all managed to find the proper mix of evaluation and control methodologies in their industry sectors. This success is measured by the relative financial results, financial, productivity, annual and strategic, in obtaining objectives and their strategic plans. And while there is no definitive system or methodology that is universal there are principles that form the foundation for the development of those methods that work within the confines of a particular industry classification and thus, marketplace.
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