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External Audit focuses on: Internal Audit focuses on: Business economic environment - economy - fiscal - social - technological Sales - The market - size - characteristics - trends - channels - customers - industry behavior total sales revenues geographic reach and location type of industry by customer by product Marketing - procedures - organizations - information - mix - The competition - major competitors - marketing methods - key strengths weaknesses - extent of diversification Past Performance Indicators Lessons Learned 1.. Do you have a customer relationship management (or marketing) Page 3 Marketing Audit Checklist Corporate, Brand or Product Identity 1.. Do you think the competitive advantages you communicate can motivate your customers to choose your product/brand over the competition 12/1/2009 RGS Creative Business Solutions Page 4 Marketing Audit Checklist Marketing Operations 1.. Are you happy working in the company, and with your co‐workers
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