What's included in a Marketing Audit?

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

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What's included in a Marketing Audit?

  1. 1. What’s included in aMARKETING AUDIT?<br />Created by SimplyDigitalMarketing.com<br />
  2. 2. What isA MARKETING AUDIT?<br />A review of the internal and external marketing environments as well as the company’s operation.<br />
  3. 3. What’s included in aMARKETING AUDIT?<br /> Marketing Environments<br /> Marketing Strategy<br /> Marketing Department<br /> Marketing Systems<br /> Marketing Productivity<br /> Marketing Functions<br />Source: Megicks, Donnelly, Harrison (2009)<br />
  4. 4. 1. MarketingENVIRONMENT<br />The micro environment<br />A review of the:<br /><ul><li> Organisation (Internal Environment)
  5. 5. Suppliers
  6. 6. Distributors and Dealers
  7. 7. Customers
  8. 8. Competitors
  9. 9. The Public’s View</li></li></ul><li>1. MarketingENVIRONMENT<br />Internal (part of micro)<br />A review of McKinsey Seven ‘S’ Framework <br />Source: Peters and Waterman (1982)<br />
  10. 10. 1. MarketingENVIRONMENT<br />The macro environment<br />A review of the:<br /><ul><li> Political Structures
  11. 11. Economy
  12. 12. Social Factors
  13. 13. Technology Advances
  14. 14. Ecological Issues
  15. 15. Legal Constraints</li></li></ul><li>2. MarketingSTRATEGY<br />Marketing objectives and strategy<br />A review of the:<br />- Vision, Mission & Position Statement<br /><ul><li> Marketing Objectives and Goals
  16. 16. Marketing Strategy</li></ul>Source: Megicks, Donnelly, Harrison (2009)<br />
  17. 17. 3. MarketingDEPARMENT<br />Team, structure & assets<br />A review of the:<br /><ul><li> Formal Structure
  18. 18. Functional Efficiency
  19. 19. Interface Efficiency</li></ul>Source: Megicks, Donnelly, Harrison (2009)<br />
  20. 20. 4. MarketingSYSTEMS<br />Information and analysis<br />A review of the:<br /><ul><li> Information System e.g. CRM
  21. 21. Planning System
  22. 22. Control System
  23. 23. New Product Development System (NPD)</li></ul>Source: Megicks, Donnelly, Harrison (2009)<br />
  24. 24. 5. MarketingPRODUCTIVITY<br />ROI<br />Analysis of:<br /><ul><li> Profitability
  25. 25. Cost Effectiveness</li></ul>Source: Megicks, Donnelly, Harrison (2009)<br />
  26. 26. 6. MarketingFUNCTIONS<br />Marketing Mix<br />A review of the:<br /><ul><li> Product
  27. 27. Placement
  28. 28. Price
  29. 29. Promotion
  30. 30. People
  31. 31. Physical Evidence
  32. 32. Processes</li></li></ul><li>A FinalWORD<br />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.<br />
  33. 33. About US<br />Free Digital Marketing Resources!<br />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:<br />www.simplydigitalmarketing.com<br />
  34. 34. InformationREFRENCES<br />Phil Megicks, Ray Donnelly, Graham Harrison. <br />(2009) The Marketing Planning Process. Elsevier, London.<br />

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