Controlling the global marketing programme

8 important questions on Controlling the global marketing programme

What is the purpose of an marketing budget?

To pull all the revenues and costs involved in marketing together into one comprehensive document, it balances what needs to be spent against what can be afforded and helps make choices about priorities

What is the firm's budget and control system (2)

  1. Building the marketing plan : global marketing decisions regarding the 4Ps: product, price, place and promotion
  2. budgeting and controllen

What are the two groups of the control system?

  1. Output control
  2. behavioural controls
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What is the definition of output control?

Regular monitoring of output, such as profits, sales figures and expenditures (typically based on financial measures)

What is the definition of behavioural controls?

Regular monitoring of behaviour, such as sales people's ability to interact with customers (typically based on non-financial measures)

What are the four main measures of marketing performance

  1. Product
  2. distribution
  3. pricing
  4. communication

What is the definition of feedforward control?

Monitors variables other than performance - variable that may change before performance itself. In this way, deviations can be controlled proactively before their full impact has been felt

What are four types of control?

  1. Strategic control
  2. effeciency control
  3. annual plan control
  4. profit control (budget control)

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