All these marketing programs and actual results are continuously (), evaluated, and measured against standards or goals set for a period of time and place. The actual marketing strategy is periodically reviewed, modified, realigned, and further strengthened if need be, by way of additional logistics or rechanneling resources towards early realization of desired goals. A continuing marketing analysis, planning, implementation, and control are deemed mandatory to maintain or further improve marketing competitiveness, for short term or long term objectives pitted against the major players in the industry.