Control is the fourth management function and its objective is simple: to ensure that actual performance meets or exceeds objectives. It is well used for decision making and problem solving. Effective control depends on and provides feedback to other management functions. These functions are planning, organizing and leading. Planning defines directions and allocates resources. The organization brings together people and material resources into work combinations. Leading motivates people to use these resources in the best way. Fundamentally, the function of control is to ensure that the right things happen at the right time and in the right way. Control helps ensure that the overall directions of individuals and groups are consistent with short- and long-term organizational plans. Additionally, it helps ensure that goals and achievements are consistent with each other across an organization. Additionally, it helps maintain compliance with essential organizational rules and policies. A good example where we can see the role of control is to help protect individual rights so that they become equivalent to employment opportunities at work. The controlling process practiced by managers includes four steps: 1) establishing objectives and standards 2) measuring actual performance 3) comparing results with objectives and standards and 4) taking action if necessary1. The controlling process begins with establishing goals and performance standards, which means the controlling process begins with planning. Performance objectives must be defined and associated with specific measurement standards to determine how well they are being achieved. Standards are the goals of performance. The next step in the control process would be to measure...... middle of paper ...... order of priorities. Additionally, companies like Maybelline Company and Fashion Air have historically developed their business plans without regard for the U.S. economy, due to the assumption that cosmetics sales are not influenced by recession. Through feedback monitoring, cosmetics companies have come to the conclusion that economic downturns do indeed influence sales. Feedback control has led the industry to recognize the needs of a previously untouched population, including African American, Asian, Hispanic, and Native American women, who cannot wear traditional makeup lines because the colors have been developed for white skin. After positive feedback, cosmetic companies developed a separate brand especially for these women..