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Evaluation ,Annual &

Probability Plan Control

Sanjeev ranjan

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Definition

Evaluation is the systematic determinationof ment ,worth and significance of something or someone evaluation often is used

to characterize and appraise art business,foundation and non profit organization ,government health care and other human

services

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Process of Evaluation

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Process Of Evaluation

The process evaluation describe andassess program materials and activates .

Setting standards of performance

Measurement of performance

Analyzing variances

Taking corrective action

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Types of Control

Annual plan control

Profitability plan control

Effective control Strategic control

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What do wewant to achive

What ishappening

Why is ithappening

What should

be do about it

Control process

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Annual plan control

The managerial plan control is themanagerial objective sales and profitabilityon monthly and quarterly basis

Prime responsibility- top managementmiddle management .

Purpose to examine wither the plannedresult are being achive .

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Approches annualplan control

Organization uses five tools to monitor planperformance

1) Sales analysis

2) Market share analysis

3) Marketing expense to sales analysis

4) Finanecial analysis5) Customer satisfaction

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Approches profitability control

Product

Territory

Customer Segement

Trade channel

Order size

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Profitability control allow a company toclosely monitor to sale, profit and

expenditure that is i.e.- it demonstratesthe profit earning capacity of a companydifferent product and consumer group this

knowledge help a company allocate itsresources and effortPrime responsibility marketing

controller

contd

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Role of Effective Evaluation &control

Control should involve only the minimum amountof information

Control should monitor only managerial activities

and resultsControl should be timely

Long term and short term control should be used

Control should aim at pinpointing exceptionsRewards for meeting or exceeding standardsshould be emphasized

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Barriers in Evaluation & control

Limits of ControlsDifficulties in measurement

Resistance to evaluationShort-termism

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Contd..

For measuring the performance of marketing plansmarketers use marketing metrics e.g.- sales matricesdistribution matrices distribution matricescommunication matrices customer matrices