There are specific methods for assessing and improving the effectiveness of a marketing strategy. A marketer should state in the marketing plan what a marketing strategy is supposed to accomplish. These statements should set forth performance standards, which usually are stated in terms of profits, sales, or costs. Actual performance must be measured in similar terms so that comparisons are possible. This paper describes sales analysis and cost analysis, two general ways of evaluating the actual performance of marketing strategies.
free text keywords: market share, sales analysis, marketing cost analysis, natural accounts, marketing function accounts, traceable common costs, nontraceable common costs