Marketing Program

A marketing program is a coordinated, thoughtfully designed set

of activities that help you achieve your marketing objectives.
Your marketing objectives are strategic sales goals that fit your
strengths and are a good way to stretch your business in its
current situation. In order to build strong customer relationships
and maximize your sales, you need to put every possible
marketing tool to work for you. Marketing is a broad field,
encompassing elements as diverse as advertising, brand and logo
design, sales calls, Web sites, brochures, packaging, shows,
conferences and other events, and so on. The more tools, the
better. But the variety and complexity of choices makes getting
organized and focused hard.
 Marketing Plan
Undertaking actions based on a marketing plan can
place a company better than its competitors. Preparing
the plan requires a few sequential steps, which should
be followed for a better plan to follow. A marketing plan
should contain, among others, an executive summary,
statement of the current marketing situation, analysis
of the opportunities and issues, objectives of the firm,
marketing strategy to be pursued, action programs to
be taken, projected Profit-and-loss statement, and the
control measures to be taken.
Component of Marketing Plan
Section Purpose
Presents a brief overview of the proposed plan for quick
Executive summary management review

Presents relevant background data on the market, product,

Current marketing situation
competition, and distribution

Identifies the main threats and opportunities that might

Threats and opportunity analysis
impact the product

Defines the company’s objectives for the product in sales,

Objectives and issues market share, and profit, and the issues that will affect these
objectives.

Presents the broad marketing approach that will be used to

Marketing strategy
achieve the plan’s objectives.

Specifies what will be done, who will do it, when it is done,

Action programs and how much it will cost.

A projected profit and loss statement that forecasts the

Budgets
expected financial outcomes from the plan.

Controls Indicates how the progress of the plan will be monitored.

 Concept and Types of Products
• A product is anything that can be offered to a market to
satisfy a need or want.
• Product is a set of intangible and tangible attributes which
may include packaging, price, color, quality and brand plus
the seller’s services and reputation.
 Stanton

• A product is anything that can be offered to a market for

attention, acquisition, use or consumption that might satisfy
a want or need.
 Philip Kotler
Levels of Product
Classification of Product
Consumer Industrial
Products Products

Convenienc Raw
e products materials

Fabricating
Shopping
products

Installations

Specialty
products Accessory
Equipment

Operating
Unsought Supplies
products

Business
Service
New Product Development Process
Step • Idea Generation
1

Step • Idea Screening

2

Step • Concept Testing

3

Step • Business Analysis

4

Step • Product Development

5

Step • Test Marketing

6

Step • Commercialization
7
 Product Line and Product Mix Strategies
Product line is a closely related group of products for essentially
similar use and technical and marketing considerations.

Line Stretching
Product line Decision

Trading Down or Downward Line Stretch

Trading Up or Upward Stretch

Both-Way Stretch

Line Filing

Line Contraction/Line Pruning

Product Line and Product Mix Strategies
Product mix is a combination of total product lines within a
company.
PRODUCT MIX DECISION

Product Line Length

Product Line Width

Product Line Depth

Product Line Consistency

 Brand Positioning, Brand Policies and
Strategies
• Brand is a name, term, sign,
symbol or design or
combination of these, that is
intended to identity the goods
and services of one business or
group of businesses and to
differentiate them from those of
competitors.

• Brand name consists of words, letters and/or numbers that can be

vocalized.
• For example, Liril, Lux and Lifebouy are the brand name of soaps.
• Brand mark is the part of the brand that appears in the form of a symbol
design or distinctive color or lettering.
• Trademark is a brand that has been adopted by a seller and given legal
protection.
Brand Positioning, Brand Policies and Strategies

Differentiation and Positioning Strategy

Adapted from Philip Kotler 2012

 Brand Positioning, Brand Policies and
Strategies
• Developing and Communicating a Position Strategy
 Important
 Distinctive
 Superior
 Preemptive
 Affordable
 Profitable
• How Many Differences to Promote?
• Communicating the Company’s Positioning
• Criteria for Selecting Positioning Variables
 Consistency with the organization’s image
 Competitors’ positioning and their strengths
 Cost of creating and defending positions
 Brand Positioning, Brand Policies and
Strategies
Developing and Establishing a Brand Positioning

Understanding Positioning and Value Propositions

Choosing a Competitive Frame of Reference

Identify Potential Points-of-Difference and Point-of-

Parity

Choosing Specific POPs and PODs

 Brand Positioning, Brand Policies and
Strategies
• Emotional Branding
– It should contain points-of-difference and points-of-parity that
appeal to both the head and the heart.
– Brands such as Wai wai, Mayos, Rara, Rumpum that are seen as
authentic and genuine can evoke trust, affection, and strong
loyalty.
• Brand Mantras
– It is a three-to-five words articulation of the brand’s heart and
soul closely related to other branding concepts like ‘brand
essence’ and ‘core brand promise’ .
– Nike did with “athletic performance” and Disney with “family
entertainment”
• Establishing a Brand Positioning
– Announcing category benefits
– Comparing to exemplars
 Brand Positioning, Brand Policies and
Strategies
 Product Branding Strategy
A successful branding program is based on the concept
of singularity. It creates in the mind of the prospect the
perception that there is no product on the market quite
like your product.
1. Line Branding Strategy
2. Range Branding Strategy
3. Umbrella Branding Strategy
4. Double Branding Strategy
5. Endorsement Branding Strategy
Marketing Strategies in the Various Stages of
Product Life Cycle
 Marketing Strategies in the Various Stages of
Product Life Cycle
Characteristics Introduction Growth Maturity Decline

Sales Low Sales Rapidly rising Peak sales Declining sales

sales
Costs High cost per Average cost per Low cost per Low cost per
customer customer customer customer

Profits Negative Rising profits High profits Declining profit

Customers Innovators Early adopters Middle majority Laggards

Competitors Few Growing number Stable number Declining

beginning to
decline

Marketing Create product Maximize market Maximize profit Reduce

Objectives awareness and share while defending expenditure and
trial market share milk the brand
Marketing Strategies in the Various Stages
of Product Life Cycle
Strategies Introduction Growth Maturity Decline

Product Offer a basic Offer product Diversify brands Phase out weak
product extensions, service, and items models
warranty

Price Charge cost-plus Price to penetrate Price to match or Cut price

market best competitors’

Distribution Build selective Build intensive Build more Go selective: phase

distribution intensive out unprofitable
distribution outlets

Advertising Build product Build awareness Stress brand Reduce to level

awareness among and interest in the differences and needed to retain
early adopters and mass market benefits hard-core loyal
dealers

Sales Promotion Use heavy sales Reduce to take Increase to Reduce to minimal
promotion to entice advantage of heavy encourage brand level
trial consumer demand switching
Marketing Strategies in the Various Stages
of Product Life Cycle
• Introduction Stage
♣ Rapid skimming-launching the product at high
price and high promotion level
♣ Slow skimming-launching the product at high price
and low promotional level
♣ Rapid penetration-launching the product at low
price with significant promotion
♣ Slow penetration- launching the product at low
price and minimal promotion
Marketing Strategies in the Various Stages
of Product Life Cycle
• Growth Stage
♣ Improving product quality and adding new product
features and improved styling;
♣ Adding new models and flanker products
♣ Entering new market segment;
♣ Increasing distribution coverage and entering new
distribution;
♣ Shifting from product-awareness advertising to product-
preference advertising;
♣ Lowering prices to attract the next layer of price-sensitive
buyers.
Marketing Strategies in the Various Stages
of Product Life Cycle
• Maturity Stage
♣ Market modification
♣ Product modification
♣ Marketing-mix modification
Marketing Strategies in the Various Stages of
Product Life Cycle
• Decline Stage
♣ Increasing the firm’s investment(to dominate the market or
strengthen its competitive position);
♣ Maintaining the firm’s investment level until the uncertainties
about the industry are resolved;
♣ Decreasing the firm’s investment level selectively, by
dropping unprofitable customer groups, while simultaneously
strengthening the firm’s investment in lucrative niches;
♣ Harvesting (“milking”) the firm’s investment to recover cash
quickly;
♣ Divesting the business quickly by deposing of its assets as
advantageously as possible.
 Product and Branding Practice in Nepal
• Physical goods are considered as product.
• Service is growing in Nepalese market.
• Mostly, ideas are promoted in social marketing
• Most of the FMCG products are standardized
• Nepalese market use both product line and product mix
strategies
• Majority of the physical goods are branded
• Service has also started branding
• There is lack of professionalism
 PRICING
• Price is the value placed on what is exchanged.
Pride and Ferrel
• Price is the sum of all the values that
customers give up in order to gain benefits of
having or using product or service.
Phlip Kotler
• Price is the amount of money and/or other
items with utility needed to acquire a product.
Stanton
Objectives and Methods of Pricing

Objectives
of Pricing

Profit Oriented Sales Oriented Status Quo

Objectives Objectives Oriented

1. Increase sales 1. Price Stabilization

1. To achieve a target
Volume 2. Meet Competition
return
2. Maintain or 3. Non-price
2.To maximize profit
Increase market share Competition
 Importance of Pricing

Importance of Pricing Importance of

to Economy Pricing to Firms
1. Pricing influences 1. Price determines
factors of revenue and
production profit
2. Price determines 2. Price determines
demand and supply market share
3. Price is a tool for 3. Non-price
economic competition
management 4. Competition
 Methods of Pricing

1. Cost-Based 2. Competition 3. Market-

Pricing Oriented Pricing Oriented Pricing
Method
Method Method
i. Price equal to
i. Markup competitors
i. Perceived
Pricing ii. Price above Value Pricing
ii.Target Return Competitors ii. Value Pricing
Pricing iii. Price below
iii.Break-even Competitors
Pricing iv. Sealed-bid
Pricing
Cost Based Pricing Method
Competition Oriented Pricing Method

i. Price equal to competitors

ii. Price above Competitors
iii.Price below Competitors
iv. Sealed-bid Pricing
 Market-Oriented Pricing Method
i. Perceived Value Pricing
ii. Value Pricing
 Factors Affecting Pricing Decision

Factors affecting
decision making

External Factors
Internal Factor
i. Market Demand
i. Pricing Objectives
ii. Competition
ii. Costs
iii. Market Intermediaries
iii. Other elements of marketing mix
iv. Government
iv. Pricing responsibility v. Pressure Groups
Developing Pricing Strategies and Program
• Pricing strategy is a course of action framed to affect and guide
price determination decisions.
• These strategies help realizing pricing objectives and answer
different aspects of questions like; how will price be used as a
variable in the marketing mix, such as
• New product introductions,
• Competitive situations,
• Government pricing regulations,
• Economic conditions, or
• Implementation of pricing objectives
• More than one pricing strategy may be selected to address the
needs of different markets or to take advantage of opportunities in
certain markets.
Developing Pricing Strategies and Program

New Product Price

Pricing Adaptation
•Psychological Pricing
• Price •Promotional Pricing
Skimming • Loss leader
• Superficial Discounting
• Penetration • Special Event Pricing
Pricing
 Pricing Practices in Nepal
Pricing Objectives

• Profit Oriented objective

• Status Quo objective
• Sales Oriented objective
• Quality oriented pricing

Methods of Pricing

• Cost Plus Method

• Seal-bid Pricing
• Competition oriented Pricing
• Going rate price
• Demand oriented pricing

Pricing Strategies and Policies

• Life cycle pricing strategy

• Pricing skimming strategy
• Psychological pricing
• Single price
• Price Cartel
• Discounts and allowances
 Marketing Channel

A Marketing channel is a system of

relationship existing among businesses that
participate in the process of buying and selling
products and services.

Marketing channel decisions are often harder

to change than price, promotion, and products
decisions.
 Channel Functions

• Channel Members Create Utility

• Channel Members Facilitate
Channel Exchange Efficiencies
Function • Channel Members may Reduce
Discrepancies and Separations
s • Other Functions
Selection of Channel Design Decision

• For Consumer Products

• For Industrial Products

Channel Structure for Consumer Products
Channel Structure for Consumer Products

Main level of Channels for Consumer Products

are:
Producer Consumer
1. Zero Level Channel:

Producer Retailer Consumer

2. One Level Channel:
3. Two Level Channel:
Producer Wholesaler Retailer Consumers

4. Third Level Channel:

wholesale
Producer Agents Retailers Consumer
rs
Channel Structure for Industrial Products
 Channel Structure for Industrial Products

1. Zero Level Channel:

Manufacturer Industrial User

2. One Level Channel:

Industrial
Manufacturer Industrial User
Distributor
3. One Level Channel:
Manufacturer Agent Industrial User

4. Two Level Channel:

Manufactu Industrial Industrial
Agent
rer Distributor User
 Channel Dynamics
1. Vertical Marketing System
• Comprises the producer, wholesaler(s), and
retailers(s) acting as a unified system.
• A channel captain, owns or franchises other channel
or has so much power that they all cooperate.
– Corporate Vertical Marketing System
– Administered Vertical Marketing system
– Contractual Vertical Marketing System
i. Wholesaler-sponsored voluntary chains
ii. Retailed cooperatives
III. Franchise organization
 Channel Dynamics cont..
2. Horizontal Marketing Systems
• In this system two or more unrelated
companies put together resources or
programs to exploit an emerging marketing
opportunity.
• The companies might work with each other on
a temporary or permanent basis.
 Channel Dynamics cont..
3. Multichannel Marketing Systems
• It occurs when single firm uses two or more
marketing channels to reach customer
segments.
• By adding more channel companies can gain
following benefits:
– Increased market coverage
– Lower channel cost
– More customized selling
 Channel Conflicts

“Channel conflict I disagreement among

marketing channel members on goals and roles-
who should do what and for what rewards”
- Philip Kotler
Types of
Channel Conflict

Multi-Channel or
Horizontal
Vertical Conflict Inter-type
Conflict
Conflict
 Logistic Management Decision
Logistic Management is a supply chain
management component that is used to meet
customer demands through the planning,
control and implementation of the effective
movement and storage of related information,
goods and services fro origin to destination.
Logistic Management helps companies reduce
expenses and enhance customer service.
Components of Logistics
Management Decision
Order
Processing

Organizational
Responsibility for Inventory
Physical Management
Distribution

Components

Other
Transportation
Components

Warehousing
 Order Processing
• It includes: Receiving order, Recording order,
Filing order, Executing order, Credit and
collection
The person in charge if order processing must
be careful for following aspects:
• Assembling product must be exactly as per demand of customer
• Execution must be as quick as possible
• The dispatch must be in appropriate mode of transportation.
• Credit discount and other allied benefits must be offered as per policy.
• Assessing the effectiveness of order processing
 Classification of Warehouse
On the Basis of Commodity
• Special Commodity Warehouses
• Cold Storage Warehouses
• General Warehouses

On the Basis of Ownership

• Private Warehouses
• Cooperative Warehouses
• Public Warehouses
• Household Warehouses
• Bonded Warehouses
 Transportation

Key Issues in Transportation Decision

• Mode of transportation
• Costs and availability
• Suitability and credibility
• Relations
• Legal provisions and restriction
• Ownership
 Organizational Responsibility for Physical
Distribution
• The entire range of physical distribution must be systematic and even
scientific for effective distribution of products to the ultimate users.

Inventory Management
• Types of cost associated with inventory are holding cost, cost of stock out
or storage, reordering cost
• A company has to decide on total annual need of inventory, ordering size,
and level of inventory at which new order should be placed

Other Components
• Material Management
• Communication
• Sorting and packing
• Customer service, etc.
 Market Logistics
“Market logistics involves planning,
implementing, and controlling the physical flows
of materials and final goods from points of origin
to points of use to meet customer requirement
at profit”
Objectives and importance

• To satisfy target customers by right products and right way of distribution

• To attract total costs and/or yield more profit margins
• To speed up trade cycle
• To integrate production and marketing with target market expectations
• To improve competitive strengths, etc.
 Market Logistics Decisions
• Determining target market requirements
• Producing appropriate inputs for producing the desired
products.
• Producing the rights products
• Selecting suitable marketing channels
• Order processing
• Locating warehousing
• Inventory management
• Transportation
• Handling, billing and payment
• Maintaining relations among all parties involved.
 Distribution System in Nepal
• Most of the manufactures use conventional distribution
channel.
• Wholesalers & retailers are major channel members in Nepal.
About 89% manufacturers use two level channel.
• Services are distributed through direct channel.
• Independent channel members dominate the market channel
• Wagon jobbers are increasing in rural and suburban areas
• Convenience store dominate the retail store
• Super market, departments, online stores are also increasing
• Big retail stores are mushrooming in urban areas
 Concept of Promotion
• Promotion includes all the activities the company
undertakes to communicate and promote its
products to the target market.
 Philip Kotler
• Promotion is the element in an organization’s
marketing mix that serves to inform, persuade,
and remind the market of a product and/or
organization selling in the hope of influencing the
recipients’ feelings, beliefs, or behavior.
 Dictionary of Marketing
 Objectives of Promotion

OBJECTIVES OF
PROMOTION

Infor Persu Remi Reass

ming ading nding uring
Designing and Managing Integrated
Marketing Communication
Sales
Promotion
Personal Advertisi
Selling ng

Components
Publicity of Promotion

Public
Relations
Direct
Marketing
 Public Relations
• Public relations is a management tool designed
to favorably influence attitude toward an
organization, its products and its policies.
 Stanton
• Public relation is a function or activity that aims
to establish and protect reputation of a company
or brand and to create mutual understanding
between the organization and the segments of
the public with whom it needs to communicate.
 Dictionary of Marketing
 Public Relations
Media
Media relation
relation Building
Building awareness
awareness

Announcing
Announcing new
new products
products

Group
Group relations
relations

Nature of Building
Building and
and maintaining
maintaining customers
customers loyalty
loyalty Objectives
Public of Public
Relations Relations
Lobbying
Lobbying

Building
Building relationship
relationship with
with opinion
opinion leaedrs
leaedrs and
and others
others
 Publicity
• Publicity is any communication about an
organization, its products or policies through the
media that is not paid for by the organization.
 Stanton
• Publicity is a special form of public relations that
involves any communication about an
organization, its product or its policies through
the media that is not paid for by the sponsoring
organization.
 Dictionary of Marketing
 Publicity
Third
Third person
person involvement
involvement Credibility
Credibility

Publicity
Publicity is
is free
free Greater
Greater readership
readership

Greater
Greater readership
readership
Cost
Cost benefit
benefit Importanc
Nature of e of
Publicity Publicity

Speed
Speed
No
No chance
chance of
of repition
repition
 Sales Promotion
• Sales promotion consists of a diverse collection of
incentive tools, mostly short-term, designed to
stimulate quicker and/or greater purchase of
particular product/services by consumers or the
trade.
 Philip Kotler
• Sales promotion is a form of promotion which
encourages customers to buy products by offering
incentives such as contests, coupons,
sweepstakes, samples, free gifts and so on.
 Dictonary of Marketing
 Sales Promotion
Roles and Methods or
Objectives Tools
Importance
• Importance of Sales • To introduce new product • Consumers
• To identify new customers promotion
Promotion to Producer • Channel/Trade
• Importance of Sales • To combat competitors’
marketing efforts promotion
Promotion to
Intermediaries • To stabilize the fluctuating • Sales-force
sales pattern promotion
• Importance of Sales
Promotion to Consumers • To increase brand
awareness
 Personal Selling
• Personal selling is the personal communication of
information to persuade somebody to buy something.
 Stanton
• Personal selling is one to one communication
between seller and prospective purchaser.
 Dictionary of Marketing
• Personal selling is face-to-face interaction with one or
more perspective purchasers for purpose of making
presentations, answering questions, and procuring
orders.
 Philip Kotler
 Personal Selling
Dynamic
Dynamic Role
Role Producers’ Salesperson
Producers’
PioneerSalesperson
Pioneer
Merchandising
Merchandising
Dealers servicing
Dealers servicing

Social
Social Relations
Relations

Wholesalers’
Wholesalers’ Salesperson
Salesperson

Channel
Channel of
of Communication
Communication

Roles and
Importanc Types
Actual
Actual Sale
Sale
e
Retailers’
Retailers’ Sales
Sales Person
Person

Focus
Focus on
on Perspective
Perspective Customers
Customers
 Personal Selling
Sales Process of Indoor Sales Sales Process of Outdoor
Drawing
Drawing
Attention
Attention
Reception
Reception Inquiry
Prospecting customer
Replying
Replying the
the Demonstrati
Demonstrati
Objectives
Objectives on
on of
of Goods
Goods

Additional Commendation
Selection
Selection of
of Additional Commendation
and
and Seeing-off

Pre-approach
Seeing-off
Goods
Goods Sales
Sales with Praise
with Praise

Approach

Presentation and demonstration

Meeting objectives

Closing the sale

 Personal Selling
Physical Qualities
Social Qualities
• Attractive personality
• Neat and clean • Sociable
• Good Health • Co-operative
• Cheerful • Good manner
• Ability to impress
• Excellent verbal skill Character Qualities

• Honesty
Mental Qualities • Loyalty
• Patience and enthusiasm
• Adequate intelligence Professional Qualities
• Maturity
• Complete in salesmanship
• Self-confidence
• Professional ethics
• Understanding
 Advertising

“Advertising is any paid form of nonpersonal

presentation and promotion of ideas, goods, or
services by an identified sponsor.”
-Philip Kotler
 Importance of Advertising Objectives of Advertising

●
To assist salespersons
●
Demand creation ●
To inform about new products
●
Increase in sales ●
To create new demand
●
Brand loyalty ●
To create and maintain image and goodwill
●
Wider communication approach ●
To reduce cost
●
Product information ●
To remind and reinforce customers
●
Employment generation
Steps in Developing Effective Communication

Step 1 Identify the Target Audience

●

Step 2 Determine the Communication Objectives

●

Step 3 Design the Message

●

Step 4 Select the Communication Channel

●

Step 5 Establish the total Communication Budget

●

Step 6 Decide on the Communication Mix

●

Step 7 Measure the Communications’ Results

●

Step 8 Manage the Integrated Marketing

●
1. Identify the Target Audience
• Potential buyers of the company’s products, current
users, deciders, or influencers; individuals, groups,
particular publics, or the general public.
2. Determine Communication Objectives
• The marketing communicator decides on the desired
audience response, seeking a cognitive, affective, or
behavioral response.
3. Design the Message
Attention

Interest

Desire
Acti
on
4. Select the Communication Channels
• Personal Communication Channel
• Non-personal Communication Channel
5. Establish the Total Communication Budget
• Affordable method
• Percentage-of-sales method
• Competitive-parity method
• Objectives-and-task method
6. Decide on the communication Mix
Promotional Tools
– Advertising
– Sales Promotion
– Public relations and publicity
– Personal selling
– Direct marketing
• Factors in Setting the Marketing Communication Mix
– Type of product market
– Push-versus-pull strategy
– Buyers-readiness stage
– Product-life cycle stage
– Company market rank
7. Measure the Communications’ Results
8. Manage the Integrated Marketing Communication
Process
 Promotion Practices in Nepal
Objectives of Promotion
• General objectives of promotion are informing, persuading,
reminding, reassuring and image building in Nepal.
Promotion Mix
• In Nepal, promotion mix decision is dominated by advertising
and sales promotion.
Factors Affecting Promotion Mix in Nepal
• Promotion mix decision are highly influenced by promotion
objectives.
• It is also affected by competitors promotion min decisions.
• One of the major determinants is promotion budget
 Concept of Marketing Control
According to Kotler, “Marketing control is the
process of measuring and evaluating the results of
marketing strategies and plans and taking
corrective action to ensure that marketing objects
are attained.”
Marketing Control can be defined as “the process of
measuring and evaluating the results of marketing
strategies and plans, and taking corrective action
to ensure that marketing objectives are archived.”
 The Control Process

Fixation of
Standard

Taking Measuremen
Corrective t of
Action Performance

Comparing
Analysis of Performance
Deviations with
Standards
Types of Marketing Control
 Types of Marketing Control
1. Annual Plan Control:
Following five measures are used in annual
plan control:
• Analysis of different sales
• Analysis of market share
• Analysis of Market expenses to sales
• Financial Analysis
• Analysis of customer and stakeholder atitudes
 Types of Marketing Control
2. Profitability Control:
Process of Marketing Profitability Analysis :
Identifying Functional Expenses

Assigning Functional Expenses to Marketing Entities

Preparing Profit and Loss Statement

Taking Action
 Types of Marketing Control
3. Efficiency Control:
Efficiency control can improve efficiency of marketing
department in two ways – one is, improving ability to
contribute more in reaching the goals, and the second is,
reducing expenses or wastage.
Types of Efficiency Control:
• Sales Force Efficiency Control
• Advertising Efficiency Control
• Sales Promotion Efficiency Control
• Distribution Efficiency Control
• Marketing Research Efficiency Control
 Types of Marketing Control
4. Strategic Control:
Strategic control implies a critical review of overall
marketing effectiveness in relation to broad and
long term objectives and firm’s response to
marketing environment.
Methods or Tools:
• The Marketing Effective Review
• The Marketing Audit
• The Marketing Excellence Review
• The Ethical and Social Responsibility Review
 Marketing Control in Nepal
Marketing control in Nepal can be explained as follows:
• Marketing Control is neglected part of Nepalese
Marketing Management.
• There is big observed gap between theory and practice
about making control.
• There is provision for systematic control systematic
control system in Nepalese organization.
• Most of the marketers are ambition while setting
standards. Standards set are unrealistic.
• Actual performance is below the standard.