Control of marketing is a natural continuation of the planning, organization and execution of marketing. Although the control system must be made according to the specific situation, but the control system follows the same basic process, usually following six langakah as follows:
• Determine what the controlled
• Set standards
• Measure performance
• Comparing performance with standards
• Determine the reason for deviation
• Implement corrective actions
Feedback from the evaluation of the effectiveness of the marketing strategy possible effect on other phases of the strategic marketing management process. Well-designed control system will include feedback from the control information to individuals or groups that make up a controlled activity. Feedback systems simply measure the output of the process and make the input of corrective action to obtain the desired output. The consequences of the use of feedback control systems is that sustainability performance is not satisfactory until the malfunction was found. One technique to reduce the problems associated with feedback control is feed forward control. The system monitors feed forward input into a process to determine whether the input according to plan, if not then the input or the process may be modified in order to obtain the desired results.
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