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CHAPTER VI. EVALUATION AND CONTROL |
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| B. Monitoring Procedures | |||||||||||||||||||||
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You should monitor your activities against your marketing objectives on a regular basis in order to take corrective actions when necessary.
That is, it is critical that you periodically monitor the consequences of your marketing actions in terms of what is working and what is not working.
This monitoring process is a very important component in maintaining the success of your marketing plan. |
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| The typical monitoring process is shown in the figure below6. | |||||||||||||||||||||
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Once you evaluate the consequences of your marketing actions, you will be able to see if there are any gaps between expected performances and actual performances.
You may need to implement corrective actions to close the gaps depending on the situation. When there seems to be no feasible action to close the gap, you may have to adjust your marketing objectives depending on the availability of resources. |
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Congratulations!!! This is the end of the marketing manual. |
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