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RESEARCH PAPERS FACULTY OF MATERIALS SCIENCE AND TECHNOLOGY IN TRNAVA SLOVAK UNIVERSITY OF TECHNOLOGY IN BRATISLAVA 2012 Special Number THE MARKETING AUDIT AS A METHOD OF THE EVALUATION OF THE MARKETING PLAN Kamil VAŇA, Ľubica ČERNÁ1 Abstract The growing complexity of the current market environment needs a more systematic evaluation process of the organizational marketing performance to deal with the dynamic market.. - Institute of Industrial Engineering, Management and Quality, Faculty of Materials Science and Technology, Slovak University of Technology, Paulínska 16, 917 24 Trnava, Slovak Republic, kamil.vana stuba.sk, lubica.cerna stuba.sk 131 Management: Analysis, Planning, and Control to the marketing audit and identified it as something apart and more comprehensive than the other control efforts of the firm (2).. 133 COMPONENTS OF INTERNAL AND EXTERNAL MARKETING AUDIT Table 1 External Audit focuses on: Internal Audit focuses on: Business economic environment Sales economy total sales revenues fiscal geographic reach and social location technological type of industry by customer by product The market Marketing size procedures characteristics organizations trends information channels mix customers industry behaviour Marketing Audit process The marketing audit can be given the function of a central intelligence activity responsible for collection, synthesis, analysis, interpretation, and recommendation on all major marketing decisions..
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