Office Break Case Study
This essay will be looking to define the marketing audit, identify and explain the main characteristics, process, elements, uses and why its purpose is one of the most practical and profitable marketing tools available.
The marketing audit has been defined by Kotler as “a comprehensive, systematic, independent and periodic examination of a company’s (or business units), marketing environment, objectives, strategies and activities”. (Sloan Management Review 1977)
It is a comprehensive review and evaluation of marketing in and organisation, from the management and departmental structure, to its direction programs and even its overall contribution to achieving the corporate mission. (Peter Rix 2011 Page.527)
For the marketing audit to exist in its fullest form it must be comprised of four basic characteristics. It must be comprehensive, independent, systematic and periodical.
As per the first characteristic of being comprehensive, it means the marketing audit is broad in scope. It looks at the companies marketing environment, organisation, functions, objectives, strategies, and activities.
The second characteristic of being independent means that for the audit to be successful it must be carried out by an employee that has no direct involvement in the marketing operation that is being audited or alternatively by an external contractor or consultant. An audit that is independent is not influenced by personal feelings or opinions of the person involved directly in the specific function being analysed.
Thirdly, the audit is to be systematic, having a planned sequence of events for the audit helps to increase the likely hood of all aspects of the marketing function being anlaysed. This ensures the audit is conducted thoroughly and successfully.
The final characteristic that has been deemed of less significance but noteworthy is that the audit be conducted periodically. Marketing audits are typically carried out once a marketing function is not
The marketing audit has been defined by Kotler as “a comprehensive, systematic, independent and periodic examination of a company’s (or business units), marketing environment, objectives, strategies and activities”. (Sloan Management Review 1977)
It is a comprehensive review and evaluation of marketing in and organisation, from the management and departmental structure, to its direction programs and even its overall contribution to achieving the corporate mission. (Peter Rix 2011 Page.527)
For the marketing audit to exist in its fullest form it must be comprised of four basic characteristics. It must be comprehensive, independent, systematic and periodical.
As per the first characteristic of being comprehensive, it means the marketing audit is broad in scope. It looks at the companies marketing environment, organisation, functions, objectives, strategies, and activities.
The second characteristic of being independent means that for the audit to be successful it must be carried out by an employee that has no direct involvement in the marketing operation that is being audited or alternatively by an external contractor or consultant. An audit that is independent is not influenced by personal feelings or opinions of the person involved directly in the specific function being analysed.
Thirdly, the audit is to be systematic, having a planned sequence of events for the audit helps to increase the likely hood of all aspects of the marketing function being anlaysed. This ensures the audit is conducted thoroughly and successfully.
The final characteristic that has been deemed of less significance but noteworthy is that the audit be conducted periodically. Marketing audits are typically carried out once a marketing function is not