Important Aspects of Marketing

Running head: Important Aspects of Marketing 1
Important Aspects of Marketing
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MARKETING ESSENTIALS 2
Important Aspects of Marketing
Monitoring and Controlling Systems
Organizational marketing and control systems help executives track the performance of an
organization, areas of concern, and take action to deal with these concerns. The three monitoring
and controlling systems that can be used in the canvas design industry are: Output control, clan
control, and behavior control.
Output control is used for measurable results in any given organization (Liao 2005). In the case
of Canvas Design Co., Cam Werner, the founder embarked on output control to gauge the
performance of his Canvas Wear brand. For example, watching the number of visitors to his
website, the number of canvas wear products he produced in a week, and the number of clients
he would receive per month. In each of these examples, the executive needs to decide
performance level that is acceptable, inform employees about their expectations, and track
whether their performance is according to expectations, and finally make the required changes.
The marketing matrix associated with output control is traffic to lead ratio, sales revenue, and
return on investment. Traffic to lead ratio helps you understand your website traffic. How many
people show an interest in your canvas designs? A low or decreasing ratio is a sign that your
performance is poor. Sales revenue is the total sales for the year less the revenue from customers
derived through inbound marketing. Return on investment is necessary for evaluating your
monthly and yearly performance and to adjust your budget.

MARKETING ESSENTIALS 2
Kolvereid & Isaksen define behavioral control is a monitoring tool that focuses on the actions that
translate to results (2006). For example, the Canvas Wear brand started out with an owl logo and
it was well received consumers. The design of Werner’s website and the ability to generate leads
is also a part of behavioral control. In the canvas design industry, it is important that you design
a website with a strong call to action. It should creatively feature your designs and show how
different they are from competitors. Werner’s website showcases some of his popular designs
and the ones that have performed well. The marketing matrix involved with behavior control is
landing page conversion rate. A landing page should generate leads. The landing page should
showcase the most recent designs, special offers, and discounts to get entice prospects and
provoke them to action. For a higher conversion rate, you should be looking at your content,
reviews, and your CTA text.
Clan control is about shared traditions, value, expectation, and norms. Clan control is necessary
where creativity is required (Chua 2012). For example, Google relies on clan control. Employees
are allowed to spend some time in a week working on innovative projects. The same case can be
applied to the canvas design industry. When employees are allowed to come up with designs that
do not adhere to common standards and that are beyond what the industry covers, they are able
to be more creative and think out of the box. Canvas design has applied the clan control
approach to better his graphic designs and improve his business skills and craft. The marketing
matrix involved with clan control is return on investment and sales revenue. You will be looking
to see how the company’s policies on creativity translate to a high return on investment and
increased sales.