Outline and explain the four types of marketing control needed by companies, who is primarily ...

The four types of marketing control are: (1) annual-plan control; top and middle management; to examine whether the planned results are being achieved; (2) profitability control; marketing controller; to examine where the company is making and losing money; (3) efficiency control; line and staff management and marketing controller; to evaluate and improve the spending efficiency and impact of marketing expenditures; and (4) strategic control, top management and marketing auditor; to examine whether the company is pursing its best opportunities with respect to markets, products, and channels. Table 22.6 outlines these controls.

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