According to kotler, gregor, and rodgers, the marketing audit has six major semiautonomous componentsthe marketing environment. Marketing managementis the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges. A marketing audit refers to a systematic analysis, evaluation, and interpretation of the business marketing environment. Confusion about the role of marketing for con temporary organizations appears common and widespread. Customer analysis, defining component of marketing audit. It is also popularly known as kotler keller marketing management.
Books by philip kotler author of marketing management. Audit activity is an area of professional interests of audit firms and other practitioners who should be guided by standards on auditing. The aim of this study is to identify the main advantages and disadvantages of an internal and external marketing audit. Significance result of independent variables in sub model. Remember, an effective marketing audit isnt an excuse to pat yourself on the back for a great strategy that stays true to your brand promise. Auditing marketing strategy implementation success alexandria. One of the main questions that must be answered after the audit is whether the current strategies adopted and being. The criteria to assess and audit the marketing in this study are marketing mix as product, price, place, and promotion. Pdf external marketing audit and internal marketing audit. The paper presents a marketing audit as a factor of companys growth and future success. This publication formulated a definition for the marketing audit that after 25 years still remains current.
Find all the books, read about the author, and more. The present position of the marketing audit the marketing audit is a generally accepted method of evaluation and a control mechanism of marketing performance. The most narrow scope of marketing audit because of its cost, time. In 1967, kotler dedicated a full chapter of marketing 1 mgr. Marketing is a process of selling products and services which enables communication of a new product to the. Apr 05, 2016 marketing assignment solution on international marketing audit and plan executive summary this marketing audit and plan outlines the feasibility of success for ostrich leather from hastings ostrich, australia in india, which is a new market for hastings ostrich. It should be an objective exercise and independent of the managers. Kotler and keller 2007 defined the marketing audit as the comprehensive, systematic, analysis, evaluation and the interpretation of the business marketing environment, both internal and external, its goals, objectives, strategies, principles to ascertain the areas of problem and opportunities and to recommend a plan of action to enhance the firms marketing. A framework for conducting a services marketing audit. It should be comprehensive and broad in focus covering the entire marketing environment of the company. Philip kotlers contributions to the field of marketing philip kotlers status as a major thought leader in marketing is widely recognized. Conducting marketing audit is to analyze and evaluate the main factors underlying rationale and implementation of companys marketing strategy. Ideally, marketing should result in a customer who is ready to buy. But for a fullscale audit that provides panoramic visibility into your brand marketing.
This might lead one to conclude that the marketing audit is a new idea and also a very distinct. This might lead one to conclude that the marketing audit is a new idea and also a very distinct methodology. Edition pearson education 3 philip kotler, delphine manceau. The marketing audit is attributed to a series of utilities for both. The role of market analysis in developing efficient marketing audit violeta radulescu lecture, phd, academy of economic studies, bucharest email. A marketing audit is a comprehensive, systematic, independent and periodic examination of companies or business units marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the companys marketing performance kotler. It provided a definition that after twenty years still remains current. Kotler and keller 2007 defined the marketing audit as a comprehensive, systematic. Thus, in view of kotler, marketing audit must be periodic, comprehensive. The components of a marketing audit and specific questions to guide its implementation have been most comprehensively identified by kotler, gregor, and rodgers 1977, naylor and wood 1978, and wilson 1982. A promising tool for evaluating and improving a companys marketing operations is the marketing audit. He described some characteristics that a marketing audit should cover.
By now, so much has been spoken and written about his. A companys marketing environment consists of the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers. The definition of marketing audit as stated by abe schuchman is as follows. This work needs systematic evaluation of plans, objectives, strategies, activities and organizational structure as well as marketing staff.
The audit is a form for rating marketing effectiveness in each of five major functions. The role of market analysis in developing efficient marketing. Remember, this is an outline guide only and any marketing audit needs to be tailored to the specific requirements of the prevailing environment, the sector and the required outcomes of the plan to be generated which may require different areas and models to be considered. Auditing marketing strategy implementation success. The components of the marketing audit, were made by kotler, gregor, and rodgers in 1977 in the article the marketing audit comes of age and taken over by other authors. Customer analysis, defining component of marketing audit core. The components of the marketing audit, were made by kotler, gregor, and rodgers in 1977 in the article the marketing audit comes of.
The marketing audit refers to the comprehensive, systematic, analysis, evaluation and the interpretation of the business marketing environment, both internal and external, its goals, objectives, strategies, principles to ascertain the areas of problem and opportunities and to recommend a plan of action to enhance the firms marketing performance. These top 10 marketing templates help leaders understand and assess next steps. The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. Analysing your assets now that you know some of the things you can include in a marketing audit template, you can begin to conduct your internal assessments. Jan 23, 2017 marketing strategy audit, which will revisit the companys mission and vision, its marketing goals and objectives, and the marketing strategies that are formulated with a view to improve the companys overall marketing. The mentioned marketing activity is becoming a new trend in managing the business. Uses and benefits of the marketing audit revista espacios.
How to prepare a marketing audit to shape your marketing. Marketing audit is specialized management function needed particular attention because it plays the feedback role for effective management. The marketing audit is regarded as having four major characteristics kotler, gregor and rodgers 1977. The impact of marketing mix 4 ps on marketing audit and. Institute of industrial engineering, management and. The marketing audit is the comprehensive assessment of all angles of marketing operation in an organization. Marketing audit is the basis upon which a plan of action to improve marketing performance can be. Tools, techniques and checklists to exploit your marketing techniques by aubrey wilson author visit amazons aubrey wilson page. The true scope of your marketing audit is customizable to your business needs at that moment. A marketing audit is a comprehensive, systematic, independent, and periodical examination of a companys marketing environment, objectives, strategies, and activities with a view to determine problem areas and opportunities, and recommending a plan of action to improve the companys marketing performance. The impact of marketing mix 4 ps on marketing audit. The audit process how we will audit your marketing operations.
How to conduct a marketing audit and measure your messaging. One hears more talk today about the marketing audit as being the answer to evaluating marketing practice just as the public accounting audit is the tool for evaluating company accounting practice. Marketing strategy audit, which will revisit the companys mission and vision, its marketing goals and objectives, and the marketing strategies that are formulated with a view to improve the companys overall marketing. A marketing audit is an effort to assess the effectiveness and efficiency of marketing. Under the marketing strategy audit, the auditor evaluates performance by evaluating the marketing goals and objectives, in relation to the company mission and the strategy for the organization. Pdf external marketing audit and internal marketing. Philip kotler considers that every company must revise periodically its strategic approach by certain control instruments such as the marketing audit in the. Kotler on strategic marketing by john roberts, alvin silk, glen urban volume editor, and jerry wind 1. This article makes a case for a services marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a. The impact of marketing mix 4ps on marketing audit and. International marketing audit plan assignment sample. Every existing business should undergo an internal or external marketing audit at least every 3 or 4 years.
If your marketing operations are inline with your business objectives, and fit well within your corporate capabilities, you will benefit from improved marketing and higher profit potential. Marketing planning is the starting point of the planning process, providing courses of action for all other functions of the organization. Business owners and leaders need an effective way to determine the viability and impact of their marketing investment. The publication of the marketing audit comes of age kotler, gregor, and rodgers, 1977 was a turning point in the development of the marketing audit. In general, marketing audits uncover marketing problems systematically and facilitate the formulation of plans to improve marketing performance see kotler keller 2012 for an introduction into marketing strategy audits. What is marketing marketing is a social and managerial marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with othersothers kotler 1991. Marketing audit is a systematic examination of a businesss marketing environment, objectives, strategies and activities with a view to identifying key strategic issues, problem areas and opportunities. Marketing management 15th edition is a book on marketing. The role of market analysis in developing efficient. This keeps a check on both internal and external factors, the goals and objectives, principles, areas pertaining to problems and issues, etc. Pdf the aim of this study is to identify the main advantages and.
Marketing auditcovers both the assessment of customer needs and the attempt to understand community systems. The marketing audit was defined by kotler 1999 as a very complex. How to prepare a marketing audit to shape your marketing strategy. Kotler specifies much more clearer the marketing audit role throughout the entire process of strategic planning. Marketing management 15th edition pdf download book hut. Implementation of audit procedures for marketing audit. Its not uncommon to perform a hypertargeted audit that covers just one marketing tactic over the course of one month. Marketing audit and factors influencing its use in practice of. Marketing audit templates are great ways to determine the effectiveness of your marketing campaigns and work to date. Upon the completion of a marketing audit, you should have actionable takeaways of how to improve your website, content, seo and social media. A marketing strategy audit is vital, as it makes sure the marketing is in line with marketing and corporate goals.