Marketing Audit

Return to Home Page Marketing Audit A. Relating to the COMPANY a. Identification i. Name ii. Signature iii. Trademark iv. Colors, Symbols, Logos, etc. v. Slogan vi. Policy regarding reference to parent, divisions, etc. b. Corporate Relationships c. Financial Information (ownership, earnings, etc.) d. Corporate Structure i. Divisions ii. Their contribution to Volume, Profit, etc. iii. Overseas Operations e. Plants, Branches, Warehouses, etc. f. Company History g. Historical Response to changes in economy, fashions, consumer behavior, trends, etc. h. Reputation – and for what i. “What business are you in?” ii. “What business 10 yrs from now?” iii. Image iv. Significant achievements v. Newsworthy facilities vi. Newsworthy employees i. Marketing Approach i. Statement of Marketing Philosophy ii. Formal or informal plan iii. Market research facilities j. Marketing “mix” i. Personal setting ii. Advertising & other communications k. Long-Term Objective l. Plans re: Expansion, Diversification, Decentralization, Acquisitions, etc. m. Status of Industry i. Growth ii. Profits 1 n. Legal Considerations in Industry o. Organization Chart, Personnel i. Relationship: Production, Marketing, Sales ii. Chains of Authority on Advertising: Budgets, Approvals p. Policies i. Company Secrets ii. Classified Information iii. Reciprocity, Entertaining Buyers, etc. q. Management Consultants r. Association Memberships & ...