The process of monitoring the proposed plans as they proceed and adjusting where necessary. There is no planning without control. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived at your destination.
Control involves measurement, evaluation, and monitoring.
Resources are scarce and costly so it is important to control marketing plans. Control involves setting standards. The marketing manager will than compare actual progress against the standards. If corrective action is taken, an investigation will also need to be undertaken to establish precisely why the difference occurred. Distributor support Performance of any promotional activities.