The marketing audit is a comprehensive, systematic, and independent examination of a company's marketing environment, objectives, strategies, and activities. It identifies problem areas and opportunities to recommend a plan to improve marketing performance. A marketing audit is comprehensive, covering all marketing activities, the environment, objectives, and plans. It is systematic, following a step-by-step process, and conducted periodically even without identified problems. The audit is independent to reduce bias and includes examining the environment, strategies, organization, systems, productivity, and functions.

1. Marketing Audit
Prof Prashant Kumar Gupta
Jain College of MBA & MCA

2. • A marketing audit is a comprehensive,
systematic, independent, periodic examination
of a company’s or business unit’s marketing
environment, objectives, strategies, and
activities with a view to determining problem
areas and opportunities, and recommending a
plan of action to improve the company’s
marketing performance.

3. Characterisitics
Comprehensive
Systematic
Independent
Periodic

4. • Comprehensive
• Complete study of all marketing activities
• Marketing environment, objective, plans, policies,
strategies, etc.
• Systematic
• Step-by-step process
• Periodic
• Should be done regularly
• Even if there is no problem
• Independent
• To reduce biasness

5. Components
• Environmental Audit
• Macro
• Micro
• Marketing Strategy Audit
• Is the mission right
• Are the goals in line with the company policies
• Are the strategies correct
• Marketing Organisation Audit
• Does organisation compliment the operations
• Marketing Systems Audit
• Is information provided timely
• Is research being done before decision making
• Are other systems of decision making in place
• Marketing Productivity Audit
• Is the business profitable
• Profitability and cost-effectiveness
• Marketing Functions Audit
• Consists all decisions about 4Ps