COMPONENTS OF A MARKETING AUDIT PROCESS

COMPONENTS OF A MARKETING AUDIT PROCESS

Environmental Aspects of the company “Salesfoce” (include any 3 of the following elements in this section in the final
marketing Audit. You may, with the approval of your instructor, add an item to this section, and
include it as one of the three in your final paper

a. Economics—how have changes in the economy impacted the organization or brand?
Have changes in interest rates, labor costs, raw materials costs, consumer spending, bad
debt ratios, exchange rates, or other economic factors impacted the organization or brand?
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Is it sufficient to respond to just the domestic economy, or do multinational considerations
apply? What adjustments were made? Have they succeeded? What additional adjustments
are being contemplated? Why?
b. Demographics—how have population and other demographic trends impacted the
organization or brand’? What adjustments have been made in response to those trends?
Have they succeeded’? What additional adjustments are being contemplated? Why?
c. Markets—has the market been expanding, contracting, or stable? Has this varied by
identifiable market segments’? Which segments have the greatest growth potential, and
which have declining potential? Has this varied by region within a country, or
internationally? Where are the greatest opportunities for future profits? What adjustments
have been made? Have they succeeded? What additional adjustments are being
contemplated? Why?
d. Culture—how have attitudes towards business in general, the industry, and the
organization changed? Have attitudes toward environmental protection had either a
positive or negative impact on the organization or brand? What other cultural phenomena
had an impact? What adjustments have been made? Have they succeeded? What additional
adjustments are being contemplated? Why?
e. Politics-How have changes in legal and regulatory requirements impacted the
organization or brand’? What adjustments have been made? Have they succeeded? Are
changes in either the legal or regulatory arenas expected? How might they affect the
organization or brand? What additional adjustments are being contemplated? Why?
f. Technology—how have changes in technology impacted the organization or brand? Is
leading-edge technology being used? Is technology threatening to make the product
obsolete? What adjustments have been made? Have they succeeded? What other changes
are being contemplated? Why?
g. Interchangeability—Are there alternate products that can be easily substituted for the
product? What barriers to interchangeability exist? Is there a sufficient source of raw
materials? What adjustments have been made? Have they succeeded? What other changes
are being contemplated’? Why?
h. Customers—how do customers view the organization or brand? How do they view the
competition? Has the purchasing process changed? Is there a clear understanding of
customer wants and needs? Are there different market segments? Are there emerging
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market segments? What adjustments have been made? Have they succeeded? What other
changes are being contemplated? Why?
i. Competition—who are the companies or brands with which the organization or brand
competes’? What are their sales and market share trends? How do their approaches to the
market differ from the organizations, and from each other? Are there specific weaknesses
in any competitors that can be turned into opportunities? Are there any specific strengths
that are major threats? What adjustments have been made? Have they succeeded’? What
other changes are being contemplated? Why?
j. Direct Stakeholders—what trends have occurred among shareholders, suppliers,
distributors, dealers, sources of transportation, bankers, and advertising/marketing/market
research agencies that have impacted the organization or brand? What adjustments have
been made? Have they succeeded? What other changes are being contemplated? Why?

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