Cost/Benefit Analysis:

As plans and objectives are developed, statements should be produced which should say what the marketing strategy is to accomplish. There are two ways of evaluating the actual performance of these plans, these are sales analysis and cost analysis.

1. Sales Analysis: Sales is usually the best way to measure the performance of a marketing plan. This analysis should be broken down into:

·   Marketing area (geographical)

·   Company decision

·   Individual/Groups of sales representatives (Quota of sales Vs Individual/Group's sale)

2. Cost Analysis: This is a detailed study of the business' operating section of the organization's profit and loss statement. With cost analysis costs which occurred as a result of the marketing sector of a business are declared as profitable or unprofitable. This can be broken down into:

• Research costs
• Order-getting costs (Promotional costs)
• Order-filling costs (Distribution and insurance costs)