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What's included in a Marketing Audit?
 

What's included in a Marketing Audit?

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A highlevel overview on what is included in a Marketing Audit.

A highlevel overview on what is included in a Marketing Audit.

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    What's included in a Marketing Audit? What's included in a Marketing Audit? Presentation Transcript

    • What’s included in aMARKETING AUDIT?
      Created by SimplyDigitalMarketing.com
    • What isA MARKETING AUDIT?
      A review of the internal and external marketing environments as well as the company’s operation.
    • What’s included in aMARKETING AUDIT?
      Marketing Environments
      Marketing Strategy
      Marketing Department
      Marketing Systems
      Marketing Productivity
      Marketing Functions
      Source: Megicks, Donnelly, Harrison (2009)
    • 1. MarketingENVIRONMENT
      The micro environment
      A review of the:
      • Organisation (Internal Environment)
      • Suppliers
      • Distributors and Dealers
      • Customers
      • Competitors
      • The Public’s View
    • 1. MarketingENVIRONMENT
      Internal (part of micro)
      A review of McKinsey Seven ‘S’ Framework
      Source: Peters and Waterman (1982)
    • 1. MarketingENVIRONMENT
      The macro environment
      A review of the:
      • Political Structures
      • Economy
      • Social Factors
      • Technology Advances
      • Ecological Issues
      • Legal Constraints
    • 2. MarketingSTRATEGY
      Marketing objectives and strategy
      A review of the:
      - Vision, Mission & Position Statement
      • Marketing Objectives and Goals
      • Marketing Strategy
      Source: Megicks, Donnelly, Harrison (2009)
    • 3. MarketingDEPARMENT
      Team, structure & assets
      A review of the:
      • Formal Structure
      • Functional Efficiency
      • Interface Efficiency
      Source: Megicks, Donnelly, Harrison (2009)
    • 4. MarketingSYSTEMS
      Information and analysis
      A review of the:
      • Information System e.g. CRM
      • Planning System
      • Control System
      • New Product Development System (NPD)
      Source: Megicks, Donnelly, Harrison (2009)
    • 5. MarketingPRODUCTIVITY
      ROI
      Analysis of:
      • Profitability
      • Cost Effectiveness
      Source: Megicks, Donnelly, Harrison (2009)
    • 6. MarketingFUNCTIONS
      Marketing Mix
      A review of the:
      • Product
      • Placement
      • Price
      • Promotion
      • People
      • Physical Evidence
      • Processes
    • A FinalWORD
      A marketing audit, although time consuming, is worth the effort. The actions you find will feed your marketing plan, ensuring the right foundation is set for the business.
    • About US
      Free Digital Marketing Resources!
      WHO WE ARE Passionate Digital Marketers with years of academic and business experience. WHAT WE DO We are a leading Digital Marketing resource, inspired by simplicity and dedicated to keeping you up to date with SEM, VSEO, Social Media, E-Media and Display Advertising and lots more! Our site is packed full of free, useful stuff, for academics and professionals so please pay us a visit at:
      www.simplydigitalmarketing.com
    • InformationREFRENCES
      Phil Megicks, Ray Donnelly, Graham Harrison.
      (2009) The Marketing Planning Process. Elsevier, London.