Research On The Theory And The Application Of Marketing Control

With the development of science and the progress of society, marketing is used in management widely more and more. When the theory guides the practice, the practice promotes the development of the theory, and practices put new problem for theories. So Marketing Control is put. It can insure the plan of marketing strategy .In this article, the author begin with the development of the theory that is marketing control, then I pay my attention to the research on the basis of Marketing Control theory , method of Marketing Control and MCS(Marketing Control System).At last, the author applies a theory to practice, build a scientific and operable MCS. Five sub contents constitute this article, i.e. the Instruction, the Research of Marketing Control theory, the Research of Marketing Control Mode and Method, Demonstration and Tag. Chapter One: The summary of literatures, the introduction of research method and research emphases. Kotler's theory of Marketing Control is from the Marketing Management angle. He classified modes of Marketing Control by contents of management, expatiated the main body, object and method of Marketing Control. Methods of his Marketing Control basically belong to the finance and marketing management. At present, Kotler's theories of Marketing Control are placed in the predominant position in the academic field. Local marketing learns research the Marketing Control mostly use kotler's mode and method of Marketing Control. They research Marketing Control deeply base on Management Control, bring up some concrete marketing control procedure and marketing control method. The shortcoming of theirs is that they didn't think over that the design of Marketing control system and the application of it. The thesis begins from the analysis of marketing control's foundations, researching the foundation of marketing control theory than discovers the most basically principle and method to guide the mode and method of Marketing Control. The article introduces how to establish the Marketing Control System in the real environment. List the step and procedure of the Marketing Management by using Marketing Control. The thesis adopts the method of theories research and demonstration research base on compare Analysis. Chapter Two: An introduction to explain the foundation of Marketing Control Theory. The author finds out the ascription of marketing control from the development of Management theory and point out the relationship which among marketing control, management control and internal control is included——the latter include the former. Theories foundation of marketing control include: Management control, Cost control, Behavior science and Performance management. Chapter Three: An conclusion and classification to principle, modes and methods of marketing control. Main modes and methods of marketing control are list. 1. The principle of marketing control: Goal Matching, Cash Flow, Exception Affairs, Keep Development, Reasonable Standard, multi-object. 2. The classification of marketing control mode: The mode classified by control time: Control on the spot, Feedback Control, Feed forward Control. The mode classified by the logical development: Trial Control, Experience Control, Reasoning Control, and Optimization Control. The mode classified by associated structure: Multi-level Control, Simple Control.The mode classified by input of system: Goal control, Plan control. 3. The classification of marketing control method: It include: Marketing Control method of strategy layer, marketing control method of management layer, and marketing control method of operation layer. The marketing control method of strategy layer includes two species: One is the control of strategy implementation; the other is the control of strategy contents. The marketing control method of management layer includes: simple control, contrast control, ratio control, range control, factor analysis, market sum analysis, marketing fare-sale sum analysis and financial analysis. The marketing control method of operation layer includes: performance control, reject goods control, efficiency control, district management control and payment control. 4. Characteristics of Marketing control system include: the information is accurate; the information is timely; the economy is reasonable; mobile and vivid; convenient for operation, corrective power is strong. Chapter Four: An application research of marketing control system. In this chapter, the author based marketing control system for Jilin Yatai Group Cement Selling Co.,Ltd by marketing control method and control system mode which be put forward in chapter 3. First of all, there is an introduction of it's structure. Then, the actuality of marketing control is analyzed to find out disfigurement. At last, a marketing control system is designed according to sciences process. The system is divided into three layers: Marketing Control of strategy layer, marketing control of management layer, and marketing control of operation layer, just as the classification for method of marketing control in chapter 3. There are detail instructions of every concrete control method and process. The end of thesis is concluding remarks, the author sum up the whole train of thoughts in the thesis and gives conclusive suggestions. The emphasis is on marketing control methods and case research; connect with the present situation of...