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Intrinsic evolution and induced evolution are the two types of market evolution that are theoretically distinguished. Sales evolve independent of advertising in an intrinsic evolution while sales evolution is supported by sustained advertising budgets in an induced evolution. Five major budgeting implications are analyzed and methods to quantify temporary and sustained budgeting are presented.

The organizational framework of marketing control links the environment, controls, and the consequences for the marketing unit and for individuals. The environmental component includes an uncertain macro environment, a competitive operating environment, and an internal environment. The environmental variables influence the particular formal and informal controls emphasized in a marketing unit. These variables also moderate the relationship between the controls and the resulting performance or psychological and behavioral effects.

Chief executive officers and chief marketing officers must go out into the marketplace to evaluate how their products are accepted or not accepted by customers. There is too much of a reliance upon economic measurements.

A formulation is presented to test if observable measurement market area boundary differences, around a specific point of distribution, contain statistical differences. Descriptive measures to establish size and overlap of two market areas are also presented. It can now be ensured the market area boundary differences are a result of actual differences. Employment of the descriptive measures and the statistical method for market area boundary differences enables testing of the market area difference components. The measurement methods allow assessment of market area differences for products, time factors, and other variables. The results encourage formulation of marketing strategies that recognize the pertinent market areas.