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Marketing Audit PDF
Marketing Audit PDF
Audit
Checklist
Amarketingauditshouldbedoneatthebeginningofthemarketingplanningprocess.Ittakesaclose
lookatthecurrentbusinesslandscapeinternallyandexternally.Thequestionsaredesignedtoprompt
examinationofenvironmentsandpracticestoevaluatewhatyourcompanyisdoing,whyitisdoingitand
whetheritiseffective.
Everyoneintheorganizationshouldbeabletoanswerquestionsaboutthecompanyfromthe
receptionistatthefrontdesk,totheclerkinfacilities.Ifthisisnottrue,thenoneofyourobjectivesneeds
toincludetheinternalsocializationofthemarketingplan.
Themarket Marketing
- size - procedures
- characteristics - organizations
- trends - information
- channels - mix
- customers -
- industrybehavior
Thecompetition
- majorcompetitors
- marketingmethods
- keystrengths&weaknesses
- extentofdiversification
Marketing Questions
1. Howdoesyourcurrentmarketingstrategyaligntobusinessobjectivesandstrategy?
2. Doyouhavetheappropriateexecutivesupportandbuyin?
3. Areorganizationsproperlybudgetedtoachievetheirrespectiveobjectives?
4. Arecompany/organizationalobjectivesclearlydefinedandarticulated?
5. Doyoufeelyouaregettingvalueformoneyfromyourmarketingbudgets?
6. Isyourcorporateorbrandimageconsistentwithyourproductorservice,intheeyesofyour
customers?
7. Doyouactivelymanageyourbrand,productorcorporateidentity?
8. Howeffectivedoyoufeelyourexternalcommunicationsare?Inwhatway?
9. Howeffectivedoyoufeelyourinternalcommunicationsare?Inwhatway?
10. Whendidyoulastlaunchanewproduct?Wasitsuccessful?Why/How?
11. Howeffectivedoyoufeelyourcurrentmarketingis?
Brand
1. Howwouldyoudefinethecompanysbrand?Isitactivelymanaged?How?
2. Howlonghasthebrand/productbeenaround?
3. Whatistheestimatedbrandequity?
4. Whatdoesthebrandmeanintheeyesofyourcustomers?
5. Wouldyourcustomersmissitifitdidnotexist?
6. Haveyouextendedthebrandorproductline?Ifnot,couldyoudoit?
7. Arethereanyhighriskareasyoushouldavoid?
8. Doyourbrand/productpromotionsreinforcethecorevalues?
Business Development
1. Areyoudevelopingnewbusinessfromexistingcustomers?
2. Areyoudevelopingnewbusinessfromnewcustomers?
3. Areyoudevelopingnewbusinessfromnewproducts?
4. Doyouknowwhatyourcustomerretentionratesare?
5. Doyouhaveandefinitionfora'good'saleorcustomer?
6. Doyousetrevenuetargets?
7. Doyousetprofittargets?
8. Howdoyoumanagekeyaccounts?
9. Howdoyoutargetnew,potentialkeyaccounts?
10. Doyourcustomersknowallthebrands/productsyouoffer?
11. Howmuchdoyouinvestinbusinessdevelopmentactivities?
12. Whatisthesuccessrateofyourbusinessdevelopmentefforts?
13. Doyouhaveacustomerrelationshipmanagement(ormarketing)system?
12/1/2009 RGSCreativeBusinessSolutions Page3
Marketing
Audit
Checklist
Planning
1. Howdoesyourcompanyapproachtheplanningcycle?
2. Ismarketingplanningincludedinthisprocess?
3. Ifyes,isthemarketingplanningprocessseenasapositivemanagementtool?
4. Hasthecompanysetdefinitionsandproceduresforthebusinessandmarketingplanningprocesses?
5. Arethebudgeting,businessandcustomerserviceplanningprocessespartof,orlinkedtothe
marketingplanningprocedure?
6. Howdoyoudeterminethemarketingbudget?Doesthisprocedureworkwell?
7. Doyourmarketingplansgetmonitoredandevaluated?
8. Howsuccessfulhasthemarketingplanningprocessbeen?
9. Doyoufeelthatappropriateinternalandexternalinformationisavailableduringtheplanningand
evaluationprocesses?
Positioning
1. Doyouknowwhereyourbrand/productsarepositioned?
2. Doyouhaveaclearlydevelopedmarketingpositioningstrategy?
3. Doyourcustomersclearlyunderstandwhatyourcompanystandsfor?
4. Doesyourcompany,brandorproductmakearealdifferenceinthemarketplace?
5. Doyoufeelthatyouhaveidentifiedalltheaspectsofcompetitiveadvantageyourbrandorproduct
offers?
6. Doyouthinkyouexploitthiscompetitiveadvantagecorrectly?
7. Doyoucommunicatetheseadvantagesactively,consistentlyandeffectively?
8. Doyouthinkthecompetitiveadvantagesyoucommunicatecanmotivateyourcustomerstochoose
yourproduct/brandoverthecompetition?
Marketing Operations
1. Doyouknowthecapabilitiesandlimitationsofyourmarketers?Ifso,how?
2. Doyouunderstandyourmarketdynamics?
3. Doyouhaveanyproofofthemarketevolution?
4. Whoareyourcompetitors?
5. Whatarethedifferencesbetweenyourproducts/servicesandbrandingandthoseofyour
competitors?
6. Doyouhaveaclearsetofbusinessobjectivesandshortertermgoals?
7. Ifyes,doyourmarketingobjectivessupportthis?
8. Howiscustomerfeedbackincorporatedintoyourmarketingplans,serviceimprovementsand
marketingcommunicationsactivities?
9. Haveyourclearlydefinedthemarketsyouwanttodeveloporserve?
10. Howsystematicallydoyouapproachthemarketentry/supportstrategies?
11. Doyoumeasurethereturnoninvestmentprovidedbyyourmarketingactivities?
Change Management
1. Ifyourcompanyceasedtoexist,wouldtheworldloseout?
2. Whatisthecompany'spurpose?
3. Whatisimportantwhenaddingvaluetothecommunity/market?
4. Whatisyourcorporatefocusanddoyouhaveanycommunitygoals?
5. Whatsortoforganisationisit,andisitgoodatwhatitdoes?
General
1. Areyouconfidentaboutthefutureofyourcompany,brandorproducts?
2. Areyouhappyworkinginthecompany,andwithyourcoworkers?
Sources:RGSBusinessSolutionsandSourcesUnknown