Explain the Characteristics of Marketing Audit
The viii of import characteristics of marketing audit are depicted below.
The salient features or characteristics of marketing audit are every bit follows:
- Marketing audit is a comprehensive written report of all marketing activities.
- It is a systematic-process that follows a step-by-step procedure.
- It is a periodic activity as well as must last conducted regularly.
- It is conducted yesteryear an independent someone who is non from company.
- It is a critical review of marketing activities of company.
- It is an evaluation of marketing activities of company.
- It finds out marketing opportunities as well as weaknesses of company.
- It is a preventative as well as curative marketing medicine.
Now let's briefly utter over or explicate each characteristic of marketing audit.
1. Comprehensive study
Marketing audit is a comprehensive or consummate written report of all the marketing activities of company. It studies the marketing environment, marketing objective, marketing plans, policies as well as strategies, etc.
2. Systematic process
Marketing audit is a systematic process. It follows a step-by-step procedure.
- It studies marketing environment.
- It studies the internal marketing system.
- It examines the marketing activities.
- It finds out the problems.
- It makes an activeness excogitation to withdraw the problems.
The primary aim of marketing audit is to amend the effectiveness of marketing.
3. Periodic activity
A fellowship must conduct a marketing audit regularly or periodically. It must deport the marketing audit fifty-fifty if it has no problems. This is because it helps the fellowship to analyze the postal service functioning as well as to brand time to come marketing strategies.
A fellowship must non deport a marketing audit solely if it has problems or when it suffers a loss. It must last a compulsory as well as non an optional activity.
Marketing audit is similar a postmortem of failure.
4. Independently conducted
Marketing audit is independent. That is, it is conducted yesteryear an autonomous person. It is non conducted yesteryear a someone who is working inwards the marketing department. Mostly, it is conducted yesteryear an exterior agency.
5. Critical review of marketing activities
Marketing audit is a critical review of marketing activities of the company. It finds out the defects, deficiencies, problems as well as weakness inwards company's marketing activities. It likewise gives suggestions nearly how to withdraw these defects or deficiencies.
6. Evaluates marketing activities
Marketing audit is an explanation or evaluation of marketing activities of company. It evaluates company's objective, plans, policies, programs, etc.
7. Finds out opportunities as well as weaknesses
Marketing audit finds out the marketing opportunities as well as weakness of the company. It helps the fellowship to own got wages of the marketing objectives. It likewise helps the fellowship to withdraw all its weakness.
8. Preventative as well as curative marketing medicine
Marketing audit is a preventative as well as curative marketing medicine. It prevents marketing problems. It likewise cures (solves) marketing problems.
