Revenue Controls

Marketing objectives: Elements of the marketing mix (7Ps) must be tailored to ensure the firm maximises revenues and profits. 

Pricing policies: 

Most relevant to profitability management; 

• too high—fewer sales will be made (at higher margins), 

• too low—higher sales made (at narrow margin, or without covering firm expenses). 

Reviewing sales mix: 

• Continually changing and improving the products / services / items for sale in a firm is necessary to ensure revenue is maximised;  

• product deletion is required for underperforming lines - see Product Life Cycle; 

• diversify mix by adding new lines