Implementation Evaluation Control

"Through implementation, the company turns the plans into actions." (Marketing: An Introduction, Armstrong/Kotler, page 39) 
This is when all the hard work put into Lave' comes to fruition.  Plans are just idea's and thoughts written on paper.  Once you implement them, they define the company and is the true evidence of where you want your product to go. Once your plans are implemented, there are two things to do, but can be done in one step.
"Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed."  (Marketing: An Introduction, Armstrong/Kotler, page 39)
Everything you do can sound, and look good on paper, but once those plans are implemented you won't find any flaws in the plan.  And the plan will always have some sort of flaw, or problem that needs a solution.  This is where evaluation and control play their roles.  To keep a company alive, you need to not only see your flaws, but take actions to correct their flaws.  Listen to customers, if they see a problem you might not consider to be one, take a closer look, maybe there is an easier solution.  After all they are the ones paying for our product.  If we can make changes that will keep the customer satisfied and coming back, consider it done.