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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
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