Implementation Evaluation Control

     Constructing a framework for evaluation and control of a marketing plan involves customer satisfaction surveys, brand awareness, benchmarking, and competitor performance.  These key elements are essential when launching a new product. Armstrong and Kolter states “the buyer decision process consists of five stages: need recognition, information, search, evaluation of alternatives, purchase decision, and postpurchase behavior.” (Marketing: An Introduction p.152)  Here at the Phileas Fogg brand, it is important to get data or feedback from our customers in order to serve them better. Every quarter we will take an internal customer satisfaction survey  so we can  improve our service, and compete well with our competitor. “The company should periodically survey buyers who have used the product and ask these questions: How do you like the product? Which specific features do you like most? Which features could we add to improve the product?” (Marketing: An Introduction p. 215) Positive feedback from these types of questions can only lead to the companies success.