1. CONTROLLING OF MARKETING EFFORTS
&
GLOBAL TARGET MARKET SELECTION
Presented by:
Rajan Shilpakar

2. CONTROLLING OF MARKETING
EFFORTS
• Marketing control involves setting a
desired standard, measuring deviations
from the standard and taking the
appropriate action.
• Both positive as well as negative
deviations can be a cause for concern.
• since not all deviations are significant,
parameters are set for “allowable”
deviations and only those exceeding
these parameters are investigated.

3. 1. Managing the Marketing Effort
• The company wants to design and put into
action the marketing mix that will best achieve
its objectives in target markets.
a. the annual plan control
b. profitability control
c. efficiency control and
d. strategic control.

4. 2. Marketing Analysis
• Marketing
analysis
involves a
complete
analysis of the
company's
situation.

5. 3.

6. 4.
• Marketing control is the process of measuring and
evaluating the results of marketing strategies and
plans, and taking corrective action to ensure that
marketing objectives are attained.
1.Operating control & 2.Strategic control.

7. 5. Dealing with the Marketing
Environment
• The company must
carefully analyse its
environment in order to
avoid the threats and take
advantage of the
opportunities.
a. Close Forces
b. Broader Forces

8. GLOBAL TARGET MARKET SELECTION
• Target markets should be selected after
careful consideration of various factors
like political embargo, scope of
exporter’s selected product, demand
stability, preferential treatment to
products from developing countries,
market penetration by competitive
countries and products, distance of
potential market, transport problems,
language problems,
• collect adequate market information
before selecting one or more target
markets.

9. Political/Legal Considerations
• Unstable political systems
generally make markets very
risky and unattractive for
firms interested in foreign
markets.
• The international marketer
has also to consider regional
trading blocks such as
Association of South East
Asian Nations (ASEAN),
European Free Trade
Association (EFTA), and North
American Free Trade
Agreement (NAFTA) etc.
SAARC countries are trying to
strengthen the trade
association.

10. Economic Considerations
• The company would consider
GDP per capita, and income
distribution.
• Share market, Buying capacity
of customer, profession of
people, remittance, etc
• For example, a company may
need efficient Internet
availability, warehousing, and
courier services to do
business.

11. Social/Cultural Considerations
• culture will include various aspects of
material, religion, social, beliefs and
behaviour, aesthetic, education, and
language dimensions. Individual
consumers from different cultures
patronise different products and may
respond in different ways towards the
same product.
• For example, Barbie Doll in Japan.

12. Technological Considerations:
• Considering technological aspects
is necessary when getting involved
in international marketing
operations.
• A major concern of businesses is
communications facilities that
differ across different countries of
the world. Communications
influences speed of response to
customers, suppliers, and others.
• For companies using high
technology, availability of skilled
manpower is necessary to produce
goods and services in the local
market.
• Example: Loadshading

13. Thank you !
Any Question