P a g e| 21 The Marketing Audit WW HHEERREETTOOFFOOCCUUSS CC OOMMPPAANNYY MM AARRKKEETTIINNGG EE FFFFOORRTTSS After establishing marketing goals, company marketing team should

identify target areas forthe marketing efforts. To do this, company should conduct either, or a combination of:

A marketing audit to understand the current internal marketing status of organization

Market research to find out from company target population what their perceptionsorganization and other organizations arePerforming a marketing audit, a marketing audit assesses the marketing mix, or thecombination of efforts that an organization makes to increase knowledge about and demandfor its target populations. The key elements of the marketing mix that company should assessare:

PPrroodduucctt - The services or outputs company offers.

PPooppuullaattiioonnss - The groups with whom company makes exchanges of services forresources.

PPrriiccee - The amount company charges for each service.

PPllaaccee - The locations where company product is available and ways in whichcompany population can access company product.

PPrroodduuccttiioonn company capacity for meeting demand.

PPrroommoottiioonn - The communication techniques and messages company uses to motivatepeople to respond.The audit helps company to address their action goals by organizing information to helpcompany see if the company is providing the right services at the right prices, in easilyaccessible ways to the right people, and if the company has the capacity to produce thequantities of services demanded. To meet company image goals, the audit will help companyto identify the key groups of People Company is reaching and plan company promotionalefforts to reinforce the image that company want.

P a g e| 22 The Marketing Audit For the audit, company and their marketing team will look at service records, makeobservations in the facility, and collect information from staff, clients, the community, andothers who know companys target populations well. Company can conduct an in-depth auditwhere company gather a great deal of information over six months or perform a quicker auditto identify troublesome areas. If company decides to assess a number of departments,company will want to perform a separate audit for each.As a result of the marketing audit, company should be able to identify where company needmore information, where company needs to make adjustments in the current mix, and whatfeatures and benefits company should promote.

P a g e| 23 The Marketing Audit RR EEFFEERREENNCCEESS

Auditing the Marketing Function: William H. Rodgers, Hamilton Consultants GerardA. Osborne, Hamilton Consultants Philip Kotler, Northwestern University

Marketing Plan, how to prepare them, how to use them; 6 th

edition,: MalcolmMcDonald

Strategic Marketing Management, Planning, implementation and control; 3 rd edition:Richard M.S. Wilson, Colin Gilligan (2005)

Auditing Markets, Products, and Marketing Plans; David Parmerlee,

Marketing/planning library and information services; 2 nd edition: Darlene E.Weingand

The Marketing Audit Comes Of Age: Philip Kotler, William Gregor and WilliamRogers