Answer to Question 1
If research results show that marketing objectives were not met, the manager may need to reassess the marketing strategy, the marketing mix, the implementation of each element of the marketing mix, the extent of coordination between the marketing strategy and the strategies pertaining to other elements of the marketing mix, the realism of the marketing objective, and the amount of resources that have been allocated toward the elements of the marketing mix and their implementation.
Answer to Question 2
In this situation, the marketing communications manager can exert control by doing one or more of the following assessments and/or corrective actions: reassessing the marketing communication strategy, the marketing communications mix, the implementation of each element of the marketing communications mix, the extent of the coordination among the elements of the marketing communications mix, the realism of the marketing communications objectives, and the amount of resources that have been allocated toward the elements of the marketing communications mix and their implementation.
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