The marketing control process consists of
A) establishing goals,market scanning,and market share analysis.
B) establishing performance standards,evaluating performance,and reducing the differences between desired and actual performance.
C) establishing goals and measuring performance.
D) planning,implementing,and measuring marketing activities.
E) setting objectives,implementing strategies,and reducing the differences between desired and actual performance.

Question

Quizplus · Accepted Answer

The marketing control process involves establishing performance standards (setting goals), evaluating performance (market scanning and market share analysis), and reducing the differences between desired and actual performance (reducing the differences between goals and actual performance). Planning, implementing, and measuring marketing activities are part of the overall marketing process, but not specifically part of the control process. Option A also touches on market scanning and establishing goals, but it does not mention evaluating performance or reducing the differences between desired and actual performance. Option C only mentions setting goals and measuring performance, but does not provide a process for how to reduce the differences between the two. Option E is similar to B, but the wording of reducing the differences between desired and actual performance is more accurately expressed as reducing performance gaps, which is why B is the best answer.

The Marketing Control Process Consists of