THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
: MARKETING PLANNING AND CONTROL
: Analyze the importance of control. (10mks)
: Discuss any major problems that confront attempts to control and evaluate market activities. (10mks)
: Marketing planning is difficult for Toy companies because toys tend to be fads and toy companies must replace 60% of their volume every year. Given the nature of this market, advice the marketing manager for a toy company the strategies he/she could use to generate long term growth. (10mks)
Date: 12th July 2010
Analyze the importance of control
i. Control creates a better quality of performance by implementing the process of spotting the flaws and correcting these on a continuous basis. ii. It helps the organization to cope up with changes in the environment by enabling the organization to respond quickly. iii. Control helps create a faster production cycle, particularly if the control system helps to establish several checking points and thus adds more value to the products or services offered by the organization. iv. Control makes delegation easier and better. It provides feedback on performance of delegated authority. With a proper control mechanism, managers need not to worry unnecessarily while delegating to subordinates. v. It facilitates goal achievement. Are objectives being met? If not, why? vi. Control is a critical link back to planning. No control often sidetracks a good plan. vii. It helps implement the planning process and monitor the organizational activities successfully, thus allowing the organization to measure its progress.
Discuss any major problems that confront attempts to control and evaluate market activities...
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