Marketing Audit

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High-level overview of Marketing Audit process.

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Marketing Audit

  1. 1. marketing audit <ul><li>Strategic Marketing Plan </li></ul><ul><li>External Marketing Environment </li></ul><ul><li>Internal Marketing Environment </li></ul><ul><li>Marketing Strategy Review </li></ul>C C C C C
  2. 2. Strategic Marketing Plan <ul><li>Environment </li></ul><ul><ul><li>What is happening? </li></ul></ul><ul><ul><li>How does it affect us? </li></ul></ul><ul><li>Customer Needs </li></ul><ul><ul><li>What are they? </li></ul></ul><ul><ul><li>How can we satisfy them? </li></ul></ul><ul><li>Market Segments </li></ul><ul><ul><li>What are they? </li></ul></ul><ul><ul><li>Which do we target? </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>How do we compare? </li></ul></ul><ul><li>Decision Making </li></ul><ul><ul><li>Who is involved? </li></ul></ul><ul><ul><li>What is the process? </li></ul></ul>
  3. 3. Strategic Marketing Plan <ul><li>Marketing Strategies </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Placing (distribution) </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Processes </li></ul></ul><ul><ul><li>Physical Evidence </li></ul></ul>
  4. 4. External Marketing Environment <ul><li>Who are your Customers? </li></ul><ul><li>Who are your Competitors? </li></ul><ul><li>Who are your Collaborators? </li></ul><ul><li>What is your Context? </li></ul>C C C C
  5. 5. Internal Marketing Environment <ul><li>What resources are allocated? </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Time </li></ul></ul>C
  6. 6. Marketing Strategy Review <ul><li>Strategy </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><li>Resources </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><li>Marketing Mix </li></ul><ul><li>Measurement / Performance </li></ul><ul><ul><li>Effectiveness </li></ul></ul><ul><ul><li>Efficiency </li></ul></ul>
  7. 7. Robert Ford Digitis LLC [email_address] .us +1 (302) 345-2303 http: //charliefourwhiskey .com Improving how businesses connect, communicate, collaborate, compete and win

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