between actual and expected performance.This may require changing the action programs or even changing the goals.
Involves checking ongoing performance against the annual plan and taking corrective action when necessary. It will ensure us that the company achieves the sales, profits and other goals set out in annual plan. It also involves determining the profitability of product.
It involves looking at whether the company's basic strategies are well matched to its opportunities. Marketing strategies and programs can quickly become out-dated and there will be need of periodically reassess its overall approach to the market-place. A major tool is marketing audit.