Preview Marketing Audit

12/1/2009 RGSCreativeBusinessSolutions Page1

Marketing

Audit

Checklist

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Amarketingauditshouldbedoneatthebeginningofthemarketingplanningprocess.Ittakesaclose

lookatthecurrentbusinesslandscapeinternallyandexternally.Thequestionsaredesignedtoprompt

examinationofenvironmentsandpracticestoevaluatewhatyourcompanyisdoing,whyitisdoingitan

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whetheritiseffective.

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Everyoneintheorganizationshouldbeabletoanswerquestionsaboutthecompanyfromthe

receptionistatthefrontdesk,totheclerkinfacilities.Ifthisisnottrue,thenoneofyourobjectivesneeds

toincludetheinternalsocializationofthemarketingplan.

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External A

udit focuses on: Internal Audit focuses on:

Business&economicenvironment

- economy

- fiscal

- social

- technological

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Sales

- totalsalesrevenues

- geographicreachandlocation

- typeofindustry

- bycustomer

- byproduct

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Themarket

- size

- characteristics

- trends

- channels

- customers

- industrybehavior

Marketing

- procedures

- organizations

- information

- mix

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Thecompetition

- majorcompetitors

- marketingmethods

- keystrengths&weaknesses

- extentofdiversification

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Past Performance Indicators & Lessons Learned

1. Wasapreviousauditconducted,whatweretheconclusionsandobservations?

2. Howsuccessfulweretheimplementedrecommendationsandsuggestionsfromearlieraudits?

3. Howwerethosemeasured?

4. Howoftendoesyourorganizationconductaudits?

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