Chapter 1 Flashcards
(38 cards)
1
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11:35 4
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2
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.16.
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3
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Analysis
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4
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Chapter :
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5
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Strategic
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6
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Marketing
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7
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Management
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8
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MKTG 113
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Objectives
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MiMi
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11
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I. Appreciate the Marketing Audit
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12
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1I. Apply the impact of SWOT Analysis
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Ill. Understand the Marketing Cost and
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14
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Financial Analysis
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Marketing Audit
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-it is the process of the companies to uncover
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and unearth marketing weaknesses and the
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18
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company’s examination of its marketing
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environment.
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Marketing audit examines six major marketing
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components:
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- The MAcro Environment and Task
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Environment
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- Marketing strategy
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3. Marketing organizations
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4. Marketing systems
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5. Marketing productivity
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6. MArketing functions
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Marketing Audit
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marketing audit's four characteristics:
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1. Comprehensive-covers all the major marketing
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activities of a business
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2. Systematic-an orderly examination of the
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organization's macro and micromarketing
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environment
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3. Independent- can be conducted in dufferent
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ways independently
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4. Periodic- initiated only after sales have turn down or sales force has fallen
