An entrepreneur meets the sales target but advertising expenditure is far above the plan. Which function is required?

Correct answer: Performance control and cost review

Performance should be judged against both results and resources used. Meeting the sales target does not automatically make the campaign efficient if expenditure is much higher than planned. Comparing actual advertising cost with the budget and reviewing the variance is part of control and cost management. Recruitment, packaging, or segmentation do not address this mismatch.