• Efficiency controlling reports that if there is less or no profit then finding out more productive ways for the regulation of sales force, advertisement and other ways of communication.

• Strategically controlling includes the auditing of the market and calculating that how strategically it is performing. It is done after a particular period of time to attain market excellence (Philip Kotler, Marketing Management, 2012).

It is essential for business to perform evaluation and controlling as it helps the business to get an impression about the results and doing changes accordingly. As Peter Drucker said that it is important to perform effectively rather than efficiently, that is, “Do the right thing” (effectively) rather than “To do things right” (efficiently) (Kotler, 2002).

3. Marketing Evaluation

The evaluation of marketing is performed by every business to get a picture of its success and to get an overview about the changes in marketing practices if there is any need for it.

3.1 Evaluation

Evaluation is very important for any business or task as it serves many purposes. It is a process used for conclude the degree of successfulness of the objectives. In other words, it can also be said that it is a series of actions which take place to get the results and to know the extent of attainment of business objectives (Steele, 1970).

3.1.1 Purpose and need of Evaluation

Evaluation plays an important role in marketing. Without evaluation, it becomes difficult to judge the expected results which were planned before. Also, it would be difficult to get an idea that