CHAPTER 16
The Marketing Audit PROSPERITY HAS NO FIXED — HENRY MORGENTHAU
LIMITS.
of a marketing audit is to gather the data and provide the analysis that allows a marketeer to properly evaluate progress in implementing the marketing plan. It allows a company to ensure that it is reaching the benchmarks it set for itself. The following is a guideline for the preparation of a marketing audit:
THE PURPOSE
The Marketing Audit I.
L OC A L MA R K ET SU R V E Y Make detailed lists for the following categories:
A. Economic 1. The major changes in the local economy since the market plan was devised 2. Actions the company has taken in response to these developments B. Demography 1. Major changes to the local demographics 2. Responses to those changes C. Technology 1. Changes that have occurred in product technology that have affected the marketing plan or will do so in the foreseeable future 2. The company’s reaction to those technological developments D. Environmental 1. Any changes that will affect the company’s impact on the local environment 2. Any environmental activity or changes that may influence the marketing plan
E. Government 1. All developments in local politics that may affect the marketing plan 2. Any laws that have been passed or are being considered that could impact the plan in the long- or short-term 3. Description of the company’s current relationship with the local government 4. Potential problems or changes in that relationship F. Labor 1. All information regarding changes in the attitudes of local labor 2. Reactions of expatriate personnel to local standards and employees G. Advertising and promotions: 1. Statistics supporting the effectiveness of advertising schemes 2. Information about the company’s promotional efforts 3. Information that profiles the company’s public relations image H. Culture 1. Current local opinions regarding foreign business
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