Marketing controls

Marketing controls - Marketingcontrols

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing controls Marketing controls  help monitor progress toward goals for customer satisfaction with products and  services, prices, and delivery. The following are examples of controls used to evaluate an  organization's marketing functions:  Market research  gathers data to assess customer needs—information critical to an  organization's success. Ongoing market research reflects how well an organization is  meeting customers' expectations and helps anticipate customer needs. It also helps identify  competitors.  Test marketing  is small-scale product marketing to assess customer acceptance.  Using surveys and focus groups, test marketing goes beyond identifying general  requirements and looks at what (or who) actually influences buying decisions. 
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.
Ask a homework question - tutors are online