CHAPTER ONE1: 1 BACKGROUND OF THE STUDYMarketing plays a dominant role in the successful management of businessin the world of Drucker [1973; 9] business enterprises have two basic functions,marketing and innovation. Only marketing and invocation produce results; all therest are cost. Marketing as the only revenue generating functions; must make planattempts to implement and control such plans to the extent that its objectives areachieved.Developing good strategies and tactics, after analysis the marketingenvironment are only the beginning toward the successful managing of themarketing efforts, usually surprise occurs during the implementation of marketingdepartment therefore must engage in marketing control system and essential inmaking sure that the company operate efficiency and effectively. As a planimplementation and control are related. All resource available to any businesswhether human or otherwise must be mobilized into a daily; monthly, yearly andeven annual activities that will cause the strategic plan to work well. Managementshould develop its basics control process along the following step as suggested byKoontz and Weihrich [1988; 540-establishing standard-measurement of performance and-correct of deviationsStandards may be in the form of short term goal and long term objectiveswhich should be measured against actual result and corrective action should betaken when necessary. When actual performances deviates greatly from annualplans, the corrective plans may be to adjust objectives and long term objectiveswhich should be measured against actual result and corrective actions. Would betaken when necessary. Where actual performance deviates greatly from annualplans, the corrective action may be to adjust objectives and goals by making themrealistic and attainable.A number of techniques have been developed overtime and these are readilyused in marketing management across the globe kotler[1980;640-644]broadlyclassified marketing control process into four categories namely;1. Annual plan control; sales analysis; marketing ratio analysis; market shareanalysis and consumer attitude tracking.2. Profitability control; consisting of effort to determining profitability ofdifferent products, territories, trade channel and consumer groups.3. Efficiency control; means determining more efficient ways of managingsales force advertising, sales promotion and distribution.4. Strategies control; consists of efforts aimed at periodically examine whethera company basics strategratics marched to its opportunities.Marketing control techniques as a component of the marketing informationsystem must be able to provide information to management about performance.Interestingly, a good management will like to know which product sales andhighest and why, whether the product is profitable; what is selling and at what cost.very often; the traditional accounting report are usually of little help to the manager;a company account might be showing an overall profit arising from the business.Without specifying which of the centre is doing very fine and which is not?A detailed breakdown of firm’s sales records can be very useful andinformative such breakdown can update marketing executives who have been outof touch. Additionally, routine sales analysis prepared weekly; monthly or evenyearly may show trend thus permitting marketing executing to check their basicsassumptions about performances, [kotler1986].1.2 STATEMENT OF THE STUDYThe important of marketing control techniques in the efficient managementof companies cannot be over stressed.Thus in the word of Mocker [1972:2] marketing or management control is asystematic effort to set performances standard with planning objectives, to designinformation feedback system, to compare actual performances with those perdeterminedstandard, to determine whether there are deviation and to measure theirsignificance, and also to take any action necessary to ensure that all corporateresources are being used in the most effective and efficient way possible inachieving corporate objectives.This view was also supported by Udeagha (1999:281) when he definedmanagement control as consisting all the measures undertaken by an organizationto measure performances against standard to ensure that the planned organizationactivities objectives and goal are achieved.Notwithstanding the positive views; expressed by these two authors above,evidences abound that most of the companies do not apply marketing control intheir day to day operations.This view was expressed when Kotler (1980:729) argued that in spite of theneed for effective marketing control; many companies have inaugurate controlprocedures. He recent further to argue that many companies fall to compare themprice with competition to analysis warehousing and distribution costs, to analysisthe cause of returned merchandize, to conduct formal evaluation of advertisingeffectiveness, and to review their sales-forces reports.The negative attitude of some companies towards the application ofmarketing techniques control for their operations as pointed in one of the majorfactors that stimulated to researcher to embark on this study. The ideas was to findout whether Enemite Limited as a roofing sheet manufacturing company based inEnugu applies the concept of marketing control in its operation and the findings ofthe study to make some recommendations.1.3 OBJECTIVES OF THE STUDYThe researcher work was embarked upon to achieve the following objectivei. To investigate to what extent manufacturing firm time formal plans for theiractivities.ii. To determine whether the application of marketing control has any effect onthe achievement of the corporate goals and objectives of their organizationiii. To find out the specific area where the application of marketing control arenecessary.iv. To determine the various marketing control techniques available in theircompany.v. To determine whether the application of marketing control techniquesenhance a firm’s competitive position.vi. To ascertain the most frequently used marketing control techniques amongmanufacturing firms.vii. To make recommendation based on the findings of the researcher work thatwill ensure improved productivity and efficiency.