This thinking is reflected in the electrical engineer's notion of control. Engineers view the control function in terms of the current state of a system, a desired state, the number of periods in which the desired state is to be reached, and the "driver" necessary to get the system there. The driver in marketing may be thought of as the marketing mix or part of it.
For SmartCar, information, particularly feedback, is a significant part of any marketing-control system, for the quality and quantity of knowledge available are fundamental to control performance. Feedback presents a way of shaping marketing by taking into account the results of past performance and learning from it the actions to take in the future. The use of linear programming for media selection, queueing theory to determine the appropriate number of check-out counters at a supermarket, or probability theory to decide the amount to be spent on marketing research, are examples. Simulation techniques, which foster experimentation on models and the generation of artificial intelligence without the hazards and costs of actual changes in policies or strategies, are particularly helpful in achieving better control (Kotler and Keller 2005).
Smartcar can use internal and external controls. ...
ontrol deals here with the progression of raw materials to finished products, and with such marketing correlates as the product specification and package design necessary to develop customer, and ultimately consumer, utility through brand and product lines that satisfy wants and needs. Conflicting standards may have to be resolved. Components may be welded into a system through the efforts of a dominant unit. For example, a large retail chain such as Sears may exercise control over the total system by establishing the standards for the manufacture and distribution of its products (Kotler and Keller 2005). The internal control system controls company resources to design the marketing mix in response to opportunities. It involves appraisal, evaluation, and adjustment. Appraisal refers to the monitoring information and preliminary assessment phase of marketing activities, which notes current situations. Evaluation of the current situation, the goals and targets, and the deployment of resources enables review of the market- ing program's effectiveness. This leads to the adjustments that may be made, if necessary, in either the sales or profit targets, the marketing mix, or both (Kotler and Keller 2005). Smartcar should evaluate lifestyle of consumers and their preferences using customer satisfaction surveys.
For example, intelligence is gathered about profits and is evaluated and reviewed by product, territory, salesmen, and product line. The situation is then audited and changes may be made. In this manner, market position is assessed on the basis of market share, competition, opinions and reactions of customers, and degree of customer satisfaction. Marketing operations are rated in terms of such activities as inventory levels, credit, accounts receivable, and working