Methods of Conducting a Marketing Audit
Marketing audit is an exam of the marketing activities of company. It must live on conducted yesteryear impartial persons.
Auditors must live on properly qualified, trained in addition to experienced plenty to produce the audit. They must convey a consummate cognition in addition to exposure of marketing.
Image below depicts the methods of conducting a marketing audit.
Following methods are used to deport a marketing audit:
- Outside auditor : Company appoints an exterior auditor to deport a marketing audit.
- Task forcefulness audit : Company selects a squad of its ain senior executives to deport a marketing audit.
- Self audit : In this method, marketing manager of a fellowship conducts a marketing audit.
- Audit from above : Here, a senior executive of fellowship (for example, a Director) is appointed to deport a marketing audit.
Now let's discuss, “How is marketing audit conducted?”
1. Outside auditor
In this method, the fellowship tin appoint an exterior auditor to deport a marketing audit. An outside-auditor must live on professional, a consultant or an agency.
Outside auditors deport marketing audits for many companies. They convey plenty skills in addition to experience. They are every bit good to a greater extent than independent, impartial in addition to objective oriented. They give skillful suggestions for improvement.
Therefore, it is ameliorate to purpose an exterior auditor.
Auditor studies data in addition to submits a written report to the company. The fellowship has to pay him fees for his services.
2. Task forcefulness audit
In ‘Task Force Audit’ method, the fellowship appoints a squad of its ain executives for conducting a marketing audit. These executives are highly experienced. They deport the marketing audit independently. They submit their written report to the top degree of management.
3. Self audit
In ‘Self Audit’ method, the fellowship appoints the marketing manager to deport a marketing audit. Here, the marketing manager has to deport a marketing audit himself. This is called self-audit. He has to critically-examine the marketing performances. He has to honour out the addition in addition to minus points. Then he has to submit his written report to laissez passer on off degree of management.
Self audit must live on conducted impartially yesteryear the marketing manager.
4. Audit from above
In ‘Audit From Above’ method, the fellowship appoints a senior executive to deport a marketing audit. This executive is generally a manager or a individual who has consummate cognition nigh marketing. This is a type of internal audit.
It is ever ameliorate to purpose an exterior auditor for conducting a marketing audit. Internal methods convey many limitations in addition to thus must live on avoided.
