6.3.3. Evaluation 

Evaluation involves assessing the success of the implemented plan. The manager must measure the extent to which the set objectives were achieved. For example, if the objective was to increase school lunch participation by 5 percent, the manager should review daily meal counts to see if this goal was met through the executed marketing strategies. Insights gained from this evaluation can help refine future objectives and action plans.

Marketing programs require significant time and resources; therefore, management must ensure there is a measurable return on this investment. Evaluation strategies should logically follow the program’s implementation and be conducted after a specified period.