com and 50 U.S. top distributors) has been properly covered. If there is a discrepancy between expectancies and results, the organization will identify the causes and try to eliminate them. Still, even if final control is compulsory, the marketing department should periodically check the accomplishment of tasks. Therefore, the plan should prescribe deadlines, budgets, and activities that must be closely obeyed in order to timely detect and remediate potential causes of failure.

A b) for an accurate evaluation of its marketing efforts, Sonic should assess the customers' attitude towards its products before, during and after implementing the plan. Thus, by using questionnaires, the company can find out what changes have occurred as a result of their communication initiatives. Secondly, the success of the marketing efforts could be inferred after calculating several indicators related to the objectives stated in the plan (market shares, sales volume, awareness etc.).

A c) the most significant barometer for a company's ethical and social responsibility consist of the individuals' opinions regarding the organization's image. Therefore, Sonic could ask people...

All these elements are capable of taking a precise picture of the company's efforts to behave ethically and socially correct.
Bibliography

Kotler, P., & Keller, P. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice Hall.

Kotler, P. (1986). Principles of Marketing. Englewood Cliffs, New Jersey: Prentice-Hall.

How to Write a Marketing Plan (2007). On the Internet at: www.knowthis.com/tutorials/marketing/marketingplan1.htm. Retrieved March 22.

Information on Sales Promotion (2007). On the Internet at http://en.wikipedia.org/wiki/Sales_promotion.Retrieved March 22, 2007.