Implementation Evaluation Control

"Managers typically use budgets, schedules, and performance standards for monitoring and evaluating results." "(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Appendix 1 Marketing Plan) In order for Play Hard Vodka to evaluate how we are doing in the markets. We need to look at sales number in each of the cities and compare how they are doing against each other. If numbers are high in a certain city, but low in another city, we have to figure out what is going on in that city and see if we have to change how we market our product there. We want to be able to build and capture consumer value and consumer loyalty with this innovative vodka. We want them to come back and live the play hard lifestyle to the point they put implement it, into their lives.  Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty." (Marketing: An Introduction. Armstrong/Kotler pg 228.).