Marketing Audit Report: Evaluation of Marketing Practices and Analysis

This marketing audit report provides a detailed analysis of various marketing concepts and their practical applications within an organizational context. It begins with an introduction that defines marketing and the purpose of a marketing audit, which involves a systematic evaluation of the internal and external marketing environments. The main body of the report presents a series of questions designed to assess key aspects of marketing operations, such as the alignment of organizational policies with operational efficiency, the importance of customer attraction and retention, the influence of marketing on consumer behavior, and the significance of product expectations and augmentation. It also explores the role of marketing practices in creating customer satisfaction, the effectiveness of SWOT analysis in strategic planning, the impact of marketing objectives on sales revenue, the potential for product leadership, and the use of marketing to gather customer feedback. The report concludes with a summary of findings and recommendations for improving marketing performance. The report emphasizes the importance of understanding the dynamic nature of the market and adapting marketing strategies accordingly.

Marketing Audit

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Does policies framed by organisation support them in attaining operational efficiency?..........1
Does attracting, retaining and enhancing relation with customer is a part of marketing
objective?....................................................................................................................................2
Does purchasing behaviour of consumer gets affected with marketing concept?......................2
Does product expectation and augmentation is a part of marketing concept.?...........................3
Is circle of satisfaction can be formulated using marketing practices?.......................................4
Does SWOT analysis is an effective tool that support in strategic planning?...........................4
Do marketing objectives affects sales revenue?..........................................................................5
Is it possible to attain product leadership in industry through setting up strategic objectives?. 6
Does it possible to collect review related to product and services with the help of marketing?.6
Does product feasibility can be understood with marketing concept?........................................7
Does time zone required for marketing.......................................................................................8
Does marketing philosophy change the way in which an organisation view the market............9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to the set of activities that are performed by a company in order to
promote the product or services to its target customers and then persuading them to purchase
them. It contains set of philosophies and theories that a company uses to formulate a marketing
plan that support in achieving set target and objectives. Current report is about marketing audit
which refers to the systematic evaluation and interpretation of marketing environment internal as
well as external for recommending an action plan. This report explains about market audit by
preparing an question that elaborates about the information which support market practitioners
to gather information that they are required to consider while performing marketing operations.
The questions that are included in questionnaire are related with why it is essential to
organisation and how it will influence its operations.
MAIN BODY
Marketing audit is defined as the process of evaluating business environment,
marketing plan, objective, strategies and current activities in order to formulate an action plan
that support company to improve its current performance. Under current scenario marketing
audit is explained through questionnaire that provide information regarding the area to which
market practitioner must be aware about before performing any operation. Following are the
questions that are included in questionnaire:
Does policies framed by organisation support them in attaining operational efficiency?
What:-
Operational excellence refers to the philosophy of workplace where the operations
performed by workforce are improved on regular bases as per the requirement of customers in
term of product or services. This support company to achieve leadership in marketplace by
formulating strategic objectives. Hence, the operational excellence get highly influenced by
organisational objectives.
Why:-
Operational excellence will help company in achieving its marketing objective as it work
over improving the performance of employees working in organisation. This in turn will support
company to perform its operation with high efficiency by aligning the their work as per the
requirement of customers.
How:-

This will highly influence the organisation as it will help in improving the efficiency of
employees and working environment which in turn will enhance the productivity as well as
goodwill of company.
Does attracting, retaining and enhancing relation with customer is a part of marketing
objective?
What:-
There are 9 key objective of marketing department among which retaining, attracting and
improving the relations between organisation and customer are very essential part of
communicational objective. These aims are generally evolve around communicating with
customers on regular basis for attracting them toward product or services. Then interacting with
them after sale for keeping them satisfied with organisational product or services which support
in retaining them and in maintaining long term relation.
Why:
If a market practitioner will be able attract large number of people toward its product or
services then it will support them to capture larger market share which assist them in achieving
marketing objective. Apart from this by retaining and managing good relation with customers
company will be able to achieve competitive advantage and sustainability at marketplace.
Hence, this question is very much essential for staff members to address that support them in
determining the importance of retaining and attracting customers.
How:
Customer retention have an great influence over the organisation growth and
development as existing and satisfied customers support company to increase its market share
by perform Word-of-mouth publicity. This in turn will support company in achieving higher
productivity at marketplace.
Does purchasing behaviour of consumer gets affected with marketing concept?
What:
Marketing plays an essential role in influencing the buying behaviour of an individual as
it is a set of activities that are performed by a company in order to attract the consumer by
making them aware about the product or services. Marketing now become one of the most
essential part of each company due to globalisation and increase in brand awareness among
customers. This leads people to be more brand conscious and by addressing this question
company will be able to identify what activities to be opt in order to influence customer to
purchase product or services.
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Why:
Marketing will help in keeping customers aware about the product or services which a
company is offering currently that can satisfy their needs and want . By informing customer
about the products available to market, company will be able to enhance its position in
marketplace, achieving maximum benefit and competitive advantage that contribute toward its
success.
How:
Marketing activities performed by a company have an great influence over its growth as
well as success in marketplace. Marketing help in attracting customers toward a particular
product or services by position it in mind of end user as a solution to their problem.
Does product expectation and augmentation is a part of marketing concept.?
What:-
Marketing concept is a group of activities that aims toward improving the way product or
services deliver by company. For delivery the product in an effective manner, it is very essential
for a marketing practitioner to determine the expectation of consumer toward company's product
or services. In order to serve them as per their expectation that support in maintaining its
position in marketplace. Apart for this it also support company to determine various ways
through which they can offer augmented product or services to their customer which is above
their expectation.
Why:-
Product layers such as augment and expectation are consider as an most essential part
of marketing concept as it help company in determining the difference between two factors. This
information will further support in determining the various measures or improvement that can be
implement by company over its current marketing operation for filling up those gap. So that their
current product can be improved to provide better satisfaction to its customer.
How:-
Involvement of product layer in marketing activities has an great influence over
performance of an organisation because it help in determining the gap between augment and
expected product. Apart from this it also support company in aligning their product or services
as per the demand that is prevailing in market. Therefore by addressing this question marketing
practitioner will be able to determine various measures that can be used in order to improve its
current product and update it from expected to the augmented product layer. This will support
company in keeping their product feasible in dynamic environment where demand of customers
changes frequently.
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Is circle of satisfaction can be formulated using marketing practices?
What:-
Marketing practices performed by a company contribute toward attracting customer
toward its product or services as well as keeping them satisfied with services that are offered by
company. Marketing activities in relation with communication or promotion support in keeping
customers aware about the existence of product & services that help them in satisfying their
need. On the other hand after sale services, customer interaction and solving issues will help
company in keeping customer satisfied with the product or services offered by company through
solving their issues and taking their regular reviews for improving their offers.
Why:-
By using marketing practices company will be able to create a circle of satisfaction within
its target market as activities performed under marketing keep customer engaged with
company. This help company in determining the area of improvement that they are required to
make in their current offers for keeping its customers satisfied for longer period of time. Apart
from this company it support company to achieve competitive advantage at marketplace by
meeting the needs and want of customer through its offering.
How:-
Marketing concept support company in keeping its target market satisfied as it is a
process which analyse the concern and expectation of customers for aligning their services
according to it. This is an ongoing process which keep on tracking and serving customer before
as well as after purchasing of product or services to its end user. By addressing this question
company will be able to determine various methods or approaches that can be adopted in order
to keep their customers satisfied.
Does SWOT analysis is an effective tool that support in strategic planning?
What
SWOT analyses refers to a framework that support a company to collect information
related to internal as well as external factors which may affect the performance and operations
of a company. Information collected from this tool will support company in strategical planning
that suggest the direction of performing work which provide better result. This framework
provide information related to four thing which are as follows: Strength: It focuses toward analysing the internal environment of company which
provide information regarding the strength that a company have and which support them
in achieving competitive advantage at marketplace. By identifying this company will be
able to use it in formulating strategies that support them in achieving success in market.
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 Weakness: This section is also linked with internal environment of company and
determining the weakness that a company have which can affect its overall
performance. By identifying this company will be able to determine the areas that it
required to improve for enhancing its current performance. Threat: It help company in determining the various threats that are present in external
environment and may affect the operations as well as existence of organisation in
market. After determining the threats present in external environment company will be
able to formulate effective strategies that further support them in identifying the ways to
deal with these issues in future.
 Opportunity: This part help company in determining the opportunities that are present
in external environment that must be exploited by company in order to achieve greater
success at market place. By determining this information company will be able to
formulate strategies that support them in achieving development in marketplace.
Why:
This tool will help company in enhancing its current strength to achieve growth in market
by getting edge over competitors present in market. It also assist company concentrating over
its weakness in order to improve them. Apart from this it help company in determining the
growth opportunities that are present in market and methods to eliminate threats that may affect
the performance.
How:
By using this tool market practitioner will be able to develop an effective strategic
planning that support company in maximizing its strength so that it will be able to exploit
opportunities present in market. In addition to this it also support company in improving over its
weakness which in turn will help in keeping threats away from its organisational operation and
scope. This help company in maintaining its position within marketplace.
Do marketing objectives affects sales revenue?
What:-
Marketing objectives means targets set by managers in order to attain goals and
objectives. This is the source through which promotion of product and services can be attained.
This gives positive impact on sales of organisation. Sales revenue means monetary benefits on
the basis of sales. Marketing activities are beneficial for improving profits which is important and
significant for attaining good profits which is significant for attaining good brand image.
Why:-
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Marketing is important and significant because this is relevant and effective for attaining
goals and objectives. These days there is competition in industry, so with the help of marketing
it is easy to convey information related to new product and services. For instance: when there is
some new product launched, then with the help of marketing society is aware about new
product and hence there is increment in sales.
How:-
Marketing of product and services can be done with the help of different methods such
as social media, hoarding, TV advertisement, etc. This is important and relevant for creating
brand awareness. When customer enters in store, then personal selling is also a way through
which product can be advertised. If customer has some query it can also gets resolved.
Is it possible to attain product leadership in industry through setting up strategic objectives?
What:-
Product leadership is a way through which organisation can attain good brand image
and they become product leaders. When good quality product and services is offered to society,
then it becomes their unique selling proposition. When objectives are set for long term
sustainability, then managers plans business operations in significant manner.
Why:-
Product leadership is important because it helps to maintain good brand image in
industry. When product leadership is attained, then it is responsibility of manager to work
according to expectation of customers. Strategic objectives are effective and relevant because it
provides a way to perform business operations. With the help of leadership in industry,
managers are able to perform commercial activities.
How:-
Product leadership can be attained by improving quality of product and services. These
days, consumer spend money but they want full return of their money. So aspects has to be
considered in order to attain product leadership. When there is demand of some alteration in
product and services, then this is relevant for attaining targets. It is easy to achieve product
leadership when managers makes efforts for reducing cost and hence this is significant for
growth and development of association.
Does it possible to collect review related to product and services with the help of marketing?
What:-
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Customers are the king for business growth and development. When new product is
launched in industry, then this is essential and relevant to take review related to it. It is possible
to collect reviews related to product and services. Marketing helps to collect information which is
effective and relevant for attaining goals and objectives. When consumer avail product and
services, then they have views related to it.
Why:-
Collection of reviews is important because it provides knowledge related to attaining
goals and objectives. When reviews are collected, then it is easy to alter product and services.
There is difference in demand of consumer so with the help of marketing, it is easy to analyse
demand and then provide goods and services accordingly. Due to change in feature of product
and services, then it can be conveyed through marketing technique. Marketing helps to collect
reviews related to products and hence alterations are possible.
How:-
Marketing of product and services can be done through different modes and there are
different ways to collect reviews also. Some of the ways are- online forms, review through
mobile portal application, etc. These are the ways which can be accessed 24*7. This is
beneficial for organisation as well as customers' satisfaction.
Does product feasibility can be understood with marketing concept?
What:-
Feasibility is study is essential for organisation because this aspect provides knowledge
about growth and development of business product and services. There are many changes
which are taking place in industry, so it is essential to collect information regarding demand of
consumers and hence marketing of product can be done. Marketing is done according to
external environment. For instance: there is more requirement of Western wear in Western
countries then India, so managers has to market Western dresses more. This provides
knowledge about feasibility and this is effective for enhancing brand image in industry.
Why:-
Feasibility study is essential because it provides knowledge about different aspects
which are relevant and effective for attaining goals and objectives. According to external
environment it is essential to behave because there is difference in demand according to
geographical region. Marketing is done according to culture, behaviour of consumer, so this
assist in feasibility study also. For instance if product is not according to regional and cultural
background, then it is tough to achieve long term sustainability in industry.
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How:-
Feasibility study can be done with proper market analysis. There is requirement of
research and development department. This department keeps up to date knowledge related to
external environment. Hence when negative review is collected then this department convey to
convey to concern personnel. This is relevant for attaining good brand image and hence
globalisation is possible. There are some changes which are required in product and services
which are crucial and gives positive impact on performance of company.
Does time zone required for marketing
What:-
Marketing is a continuous process. So there is requirement of different aspects which
are relevant and significant for attaining good brand image in industry. When new product is
launched, then in order to attain crave for it. Hence marketing is a time bound process. These
days, there is requirement of innovation in existing product and services, so this helps to attain
long term sustainability. When product is launched in market, then it is for some specific target
people. So marketing strategy must be according to them. This provides direct influence and
hence positive impact is seen on sales and profits.
Why:-
Marketing must be within specific time because in case product become outdated, then
marketing is of no use. For instance: new arrival of clothes is launched for summers, then it
must be marketed in summers also otherwise there is loss to organisation. When there is
demand of product by consumer, it must be marketed with in specified time. This helps to
improve brand image of association. There are some changes which has to made in product
and services. This helps to mad long term relations with consumers because they provide up to
the mark product, which provides satisfaction to consumers.
How:-
Marketing can be done within specified time with different sources. There is important
role of research and development department which keeps knowledge about external factors.
When there is some new product arrives in industry, then this is relevant for customers
satisfaction and helps in maintaining brand image. Marketing is relevant for performing
operations according to external environment because this works according to demand of
customers, so there is positive impact on sales and compete with other firms. More
advertisement by organisation creates brand awareness which helps to attain good image in
industry.
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Does marketing philosophy change the way in which an organisation view the market
What:-
Marketing is not be night process, there are many activities which are associated with it.
There are many departments associated with it. This is the activity which is done according to
external market, so it is essential to make changes according to market trends. When there is
change in trends, then it is essential for organisation to view market and alter products and
services. This helps to maintain good brand image and maintain long term relations with
customers. Marketing can be done with the help of taking views of employees and hence
corrective measures can be taken.
Why:-
It is essential to change product and services according to external market because this
provides satisfaction to consumers and maintain long term relations. This is positive aspect for
growth and development of brand image. When managers analyse market then they came to
know about views about product and services of their product, so this is important for maintain
good relations. As there is difference in consumer demand, so with the help of marketing
managers can provide goods according to customer desire. This gives good image in mind of
consumer.
How:-
Marketing philosophy can be done with the help of changing business policies. This is
relevant and effective for attaining goals and objectives. When there are some changes in
working style, then this gives positive impact on operations. When managers change working
style according to external market, then they are ready to work with different techniques. This is
relevant for adapting new changes which assist in growth and development of association.
Employees are also satisfied that they working with latest techniques. This reduces labour
absenteeism and turnover and hence association is able to handle changes hurdles.
CONCLUSION
From the above discussion it is clear that role of marketing is important in growth and
development of organisation. There is requirement of some financial assistance which helps in
marketing product and services. Marketing assist in building brand value through advertisement
on TV, Radio, Hoardings, etc. Product leadership can also achieve with the help of marketing
because this helps to assist in gaining USP in product and services. There is positive impact on
image of organisation. This is relevant for achieving long term sustainability in industry.
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Operational excellence can be achieved with the help of marketing because this improves
quality of product and services. Marketing is another way of communication which assist in
interaction with consumers. Marketing is a time zoned activity because this provides knowledge
to consumer within specified time. SWOT is the best technique which helps to perform
marketing audit in appropriate manner.
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Questionnaire
Does policies framed by organisation support them in attaining operational efficiency?
 Agree
 Neutral
 Disagree
Does attracting, retaining and enhancing relation with customer is a part of marketing
objective?
 Never
 Sometimes
 Very often
Does purchasing behaviour of consumer gets affected with marketing concept?
 Yes
 No
 Not sure
Does product expectation and augmentation is a part of marketing concept.?
 Yes
 No
 Not sure
Is circle of satisfaction can be formulated using marketing practices?
 Yes
 No
 Not sure
Does SWOT analysis is an effective tool that support in strategic planning?
 Yes
 No
 Not sure
Do marketing objectives affects sales revenue?
 Yes
 No
 Not sure
Is it possible to attain product leadership in industry through setting up strategic
objectives?
 Agree
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 Disagree
Does it possible to collect review related to product and services with the help of
marketing?
 Highly agree
 Agree
 Disagree
 Highly disagree
Does product feasibility can be understood with marketing concept?
 Highly agree
 Agree
 Disagree
Does time zone required for marketing?
 Agree
 Neutral
 Disagree
Does marketing philosophy change the way in which an organisation view the market?
 Agree
 Neutral
 Disagree
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REFERENCES
Online:
Fanning, S.M. (2018). Themarketingconcept [e-book]. (3rd edition). Accessed through:
<https://www.themarketingconcept.com/>.
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