Marketing Audit

Prof Prashant Kumar GuptaJain College of MBA & MCA

• A marketing audit is a comprehensive, systematic, independent, periodic examination

of a company’s or business unit’s marketing environment, objectives, strategies, and

activities with a view to determining problem areas and opportunities, and recommending a

plan of action to improve the company’s marketing performance.

Characterisitics

Comprehensive

Systematic

Independent

Periodic

• Comprehensive• Complete study of all marketing activities• Marketing environment, objective, plans, policies,

strategies, etc.• Systematic• Step-by-step process

• Periodic• Should be done regularly• Even if there is no problem

• Independent• To reduce biasness

Components

• Environmental Audit• Macro• Micro

• Marketing Strategy Audit• Is the mission right• Are the goals in line with the company policies• Are the strategies correct

• Marketing Organisation Audit• Does organisation compliment the operations

• Marketing Systems Audit• Is information provided timely• Is research being done before decision making• Are other systems of decision making in place

• Marketing Productivity Audit• Is the business profitable• Profitability and cost-effectiveness

• Marketing Functions Audit• Consists all decisions about 4Ps