If the business is running on loss, shall we maintain the marketing activities hoping that the sales will increase,or shall we cut marketing expenses?

Assuming the Marketing Plan and Sales Plan are in sync , It may be worth that Strategy Guys should Micro mange the Marketing Activities for some time to get some more insights .

There is a big difference between hoping and expecting. In business, hope is just a feeling, but expecting is more a combination of hope, research, analysis, experience, knowledge and hard work. If your research leads to positive expectation, then keep going, but try to make sure that your activities remain effective.

If your expectations are somber, it is better to take a step back to get in balance than to remain swinging and fall hard.

If your business is running under loss :

1) foremost, compare your expenditure on MoM & try to minimize it.

2) compare your expenditure on marketing activities, analyze and reduce.

3) analyze sale revenue visa a vis marketing expenses.

After the thorough analysis, check your marketing mix, are in line with the targeted consumers. Later decide wether good to continue or change the marketing activities to impact sales numbers.

Don't forget to keep a check on sales promotion activities, even this contribute to your sales

If your region is going throw an economic slump, then it isn't in your marketing campaign's power to yield more results. You will find that even your competitors may not be delivering as well.

1. However if your competitors are doing well you should reanalyze the following:
2. Is your ad campaign relevant
3. Are your modes of advertisement correct?
4. Have you nailed the correct target market?
5. Have your products been priced well and are they delivering value for money?

Halting a marketing plan midway never solves problems, but research before an after every campaign helps improve the effectiveness of the next campaign.