Marketing Audit Assignment

Added on - 21 Apr 2020

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Running head: Marketing auditMarketing auditRelevance to a marketing manager in today’s increasingly dynamicmarketplace
Marketing audit1AbstractMarketing audit is a crucial tool used by various organizations and marketers today. This toolperforms a detailed audit and analyzes various aspects of the organizations. This audit examinesan organization’s internal and external environment and throws light on the process, functions,systems and strategies of the firm. A full scale marketing audit is a cumbersome and timeconsuming process. Which is why it is argued that it is no longer relevant in the dynamicmarketplace. However, this report disagrees with the assumption and throws light on variousaspects that determine the relevance of marketing audit even today.
Marketing audit2ContentsAbstract............................................................................................................................................1Introduction......................................................................................................................................2Marketing audit................................................................................................................................2Role of marketing audit...................................................................................................................2Components of marketing audit.......................................................................................................3Marketing environment audit.......................................................................................................3Marketing strategy audit..............................................................................................................3Marketing organizations audit.....................................................................................................4Marketing systems audit..............................................................................................................4Marketing productivity audit.......................................................................................................4Marketing functions audit............................................................................................................5Environmental analysis....................................................................................................................5Micro environmental....................................................................................................................5Macro environmental...................................................................................................................6Relevance of marketing audit..........................................................................................................6360 degree overview....................................................................................................................6Identification of fault lines...........................................................................................................6Competition analysis....................................................................................................................7New product development...........................................................................................................7
Marketing audit3Analyze the status quo and recommend changes.........................................................................7Identifies areas of excellence.......................................................................................................8Conclusion...................................................................................................................................9References......................................................................................................................................10
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