Scope, Areas or Types of Marketing Audit
There are no fixed guidelines regarding the scope, areas or types of marketing audit. In other words, the orbit of marketing audit is non fixed. It changes from fellowship to company. Each fellowship tin brand its ain marketing audit plan. However, the orbit of marketing audit must include the next areas or types:
The vi of import types of marketing audit are:
- Marketing Environment Audit.
- Marketing Strategy Audit.
- Marketing Organization Audit.
- Marketing Systems Audit.
- Marketing Productivity Audit.
- Marketing Function Audit.
Now let's beak over each principal expanse or type of marketing audit.
1. Marketing Environment Audit
Marketing Environment Audit consists of the external surround of company. It includes natural environment, economical environment, political environment, demographic environment, etc. The marketing audit analyses the marketing consumer, competitors, suppliers, too hence on. This audit helps the fellowship to brand marketing strategies.
2. Marketing Strategy Audit
Marketing Strategy Audit is a critical analysis of marketing objectives too strategies. It finds out whether the company's marketing objectives are clear too proper. It too examines the marketing strategies of the company. This audit is done to honour out the utility of the marketing strategies.
3. Marketing Organization Audit
Marketing Organization Audit is a systematic report of the company's organizational resources similar manpower, organization, structure, employee preparation too development, Research too Development facilities, motivation, communication too working relations.
4. Marketing Systems Audit
Marketing Systems Audit finds out the company's might of collecting too analyzing data. It looks for the company's might to innovation too command the marketing activities. It too studies the company's marketing information system, planning too command system, etc.
5. Marketing Productivity Audit
Marketing Productivity Audit finds out the profitability of the company's products. It examines the markets. It too examines the mensurate to better cost-effectiveness.
6. Marketing Function Audit
Marketing Function Audit is a consummate report of marketing functions inward relation to the product, price, advertisement too house of distribution. So, it is an audit of the marketing mix (4 P's) of the company.
