Monitoring and Control: the purpose of this section is to make sure that all 9 sections are followed and the proposed objectives are being achieved. Apart from these 10 sections a marketing plan in order to be successful it needs to have 3 characteristics. The plan must be flexible, because the business environment is changing rapidly and the plan needs to be able to adapt in order to achieve the objectives that have been set.
Plan of actions: consists in a very detailed description of the procedures and means to implement the actions we want to take. For example, if the strategy implies a raise in advertising volume, the plan of actions should establish where the advertisements will be placed, the dates and frequency of the advertising campaigns, a set of procedures to evaluate their effectiveness. The actions we plan to take must be clearly formulated, measurable, and the results must be monitored and evaluated.