marketing audit checklist PDF

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VERY helpful resources to use for business independent study and management consulting internships at EY and Deloitte...

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Marketing Audit Checklist   Amarketingauditshouldbedoneatthebeginningofthemarketingplanningprocess.Ittakesaclose lookatthecurrentbusinesslandscapeinternallyandexternally.Thequestionsaredesignedtoprompt examinationofenvironmentsandpracticestoevaluatewhatyourcompanyisdoing,whyitisdoingitand whetheritiseffective.  Everyoneintheorganizationshouldbeabletoanswerquestionsaboutthecompanyfromthe receptionistatthefrontdesk,totheclerkinfacilities.Ifthisisnottrue,thenoneofyourobjectivesneeds toincludetheinternalsocializationofthemarketingplan.  External Audit focuses on:

Internal Audit focuses on:

Business&economicenvironment - economy - fiscal - social - technological

 Sales 

 Themarket - size - characteristics - trends - channels - customers - industrybehavior  Thecompetition - majorcompetitors - marketingmethods - keystrengths&weaknesses - extentofdiversification   

totalsalesrevenues geographicreachandlocation typeofindustry bycustomer byproduct

Marketing - procedures - organizations - information - mix - 



Past Performance Indicators & Lessons Learned 1.

Wasapreviousauditconducted,whatweretheconclusionsandobservations?

2.

Howsuccessfulweretheimplementedrecommendationsandsuggestionsfromearlieraudits?

3.

Howwerethosemeasured?

4.

Howoftendoesyourorganizationconductaudits?

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Marketing Audit Checklist Sales and its knowledge of the customer: 5.

Doyouknowwhatthecustomerknows,feelsandbelievesaboutyourcompany?

6.

Whatsurveysareusedtodeterminewhatcustomersknowaboutyourproducts&services?

7.

Howoftenaretheseconducted?

8.

Haveyoueveraskedwhattheyknow,feel,believeaboutyourcompetition?

9.

Isitdifferentfromwhatyouwantcustomer’sto‘feel’,aboutyourcompany?

10. Whatdoyouwantthemto‘believe’,‘know’,aboutyourcompany? 11. Isyourplanmarketdrivenorengineeringdriven(builditandtheywillcome)? 12. Doyouknowhowyourcompanydevelopsnewbusinessopportunities? 13. Doyouuseanytypeofstrategicaccountmanagementpractices?Ifso,what? 14. Howwouldyoudefinethecompany’sUniqueSellingProposition(USP) 

Customer Relationship Management 1.

Doyouknowhowsatisfiedyourcustomersarewithyourproducts/services?

2.

Doyouyouusecustomersurveysorotherformsofcustomerevaluations?

3.

DoyouconsiderCRMasales,marketingorcustomerserviceresponsibility?

4.

WheredoesCRMresidewithinyourcompany?

5.

Towhatlevelisyourcompanymeetingorexceedingcustomerexpectations?

6.

Doyouholdcustomersatisfactionreviews?

7.

Ifyoudo,isthereanyinternalresistancetocustomersatisfactionreviews?

8.

Doyoulinkanycustomersatisfactionfeedbacktoyourcustomerserviceplanning,newproduct development,and/ormarketingstrategydevelopment?

9.

Howdoyoudetectproblemscustomersmaybeexperiencingwithyourcompany,brandorproducts? Whodoyouinvolveintheprocessandremediation?



Marketing Questions 1.

Howdoesyourcurrentmarketingstrategyaligntobusinessobjectivesandstrategy?

2.

Doyouhavetheappropriateexecutivesupportandbuy‐in?

3.

Areorganizationsproperlybudgetedtoachievetheirrespectiveobjectives?

4.

Arecompany/organizationalobjectivesclearlydefinedandarticulated?

5.

Doyoufeelyouaregettingvalueformoneyfromyourmarketingbudgets?

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Marketing Audit Checklist  6.

Isyourcorporateorbrandimageconsistentwithyourproductorservice,intheeyesofyour customers?

7.

Doyouactivelymanageyourbrand,productorcorporateidentity?

8.

Howeffectivedoyoufeelyourexternalcommunicationsare?Inwhatway?

9.

Howeffectivedoyoufeelyourinternalcommunicationsare?Inwhatway?

10. Whendidyoulastlaunchanewproduct?Wasitsuccessful?Why/How? 11. Howeffectivedoyoufeelyourcurrentmarketingis? 

Brand 1.

Howwouldyoudefinethecompany’sbrand?Isitactivelymanaged?How?

2.

Howlonghasthebrand/productbeenaround?

3.

Whatistheestimatedbrandequity?

4.

Whatdoesthebrandmeanintheeyesofyourcustomers?

5.

Wouldyourcustomersmissitifitdidnotexist?

6.

Haveyouextendedthebrandorproductline?Ifnot,couldyoudoit?

7.

Arethereanyhigh‐riskareasyoushouldavoid?

8.

Doyourbrand/productpromotionsreinforcethecorevalues?



Business Development 1.

Areyoudevelopingnewbusinessfromexistingcustomers?

2.

Areyoudevelopingnewbusinessfromnewcustomers?

3.

Areyoudevelopingnewbusinessfromnewproducts?

4.

Doyouknowwhatyourcustomerretentionratesare?

5.

Doyouhaveandefinitionfora'good'saleorcustomer?

6.

Doyousetrevenuetargets?

7.

Doyousetprofittargets?

8.

Howdoyoumanagekeyaccounts?

9.

Howdoyoutargetnew,potentialkeyaccounts?

10. Doyourcustomersknowallthebrands/productsyouoffer? 11. Howmuchdoyouinvestinbusinessdevelopmentactivities? 12. Whatisthesuccessrateofyourbusinessdevelopmentefforts? 13. Doyouhaveacustomerrelationshipmanagement(ormarketing)system? 12/1/2009

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Marketing Audit Checklist  

Corporate, Brand or Product Identity 1.

Doyouactivelymanageyourcorporate,brandorproductidentity?Howdoyoudothis?

2.

Areyourmarketingandcorporatecommunicationsmaterialsconsistentwiththisidentity,and immediatelyrecognizableasbelongingtoyourbusiness?

3.

Doyoufeelthattheidentityworks?

4.

Doesyouridentityportraythecorrectimage?



Planning 1.

Howdoesyourcompanyapproachtheplanningcycle?

2.

Ismarketingplanningincludedinthisprocess?

3.

Ifyes,isthemarketingplanningprocessseenasapositivemanagementtool?

4.

Hasthecompanysetdefinitionsandproceduresforthebusinessandmarketingplanningprocesses?

5.

Arethebudgeting,businessandcustomerserviceplanningprocessespartof,orlinkedtothe marketingplanningprocedure?

6.

Howdoyoudeterminethemarketingbudget?Doesthisprocedureworkwell?

7.

Doyourmarketingplansgetmonitoredandevaluated?

8.

Howsuccessfulhasthemarketingplanningprocessbeen?

9.

Doyoufeelthatappropriateinternalandexternalinformationisavailableduringtheplanningand evaluationprocesses?



Positioning 1.

Doyouknowwhereyourbrand/productsarepositioned?

2.

Doyouhaveaclearlydevelopedmarketingpositioningstrategy?

3.

Doyourcustomersclearlyunderstandwhatyourcompanystandsfor?

4.

Doesyourcompany,brandorproductmakearealdifferenceinthemarketplace?

5.

Doyoufeelthatyouhaveidentifiedalltheaspectsofcompetitiveadvantageyourbrandorproduct offers?

6.

Doyouthinkyouexploitthiscompetitiveadvantagecorrectly?

7.

Doyoucommunicatetheseadvantagesactively,consistentlyandeffectively?

8.

Doyouthinkthecompetitiveadvantagesyoucommunicatecanmotivateyourcustomerstochoose yourproduct/brandoverthecompetition?

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Marketing Audit Checklist 

Marketing Operations 1.

Doyouknowthecapabilitiesandlimitationsofyourmarketers?Ifso,how?

2.

Doyouunderstandyourmarketdynamics?

3.

Doyouhaveanyproofofthemarketevolution?

4.

Whoareyourcompetitors?

5.

Whatarethedifferencesbetweenyourproducts/servicesandbrandingandthoseofyour competitors?

6.

Doyouhaveaclearsetofbusinessobjectivesandshortertermgoals?

7.

Ifyes,doyourmarketingobjectivessupportthis?

8.

Howiscustomerfeedbackincorporatedintoyourmarketingplans,serviceimprovementsand marketingcommunicationsactivities?

9.

Haveyourclearlydefinedthemarketsyouwanttodeveloporserve?

10. Howsystematicallydoyouapproachthemarketentry/supportstrategies? 11. Doyoumeasurethereturnoninvestmentprovidedbyyourmarketingactivities? 

New Product Development 1.

Howdoyoudevelopnewproductsorservices?

2.

Howlongdoesdevelopmentnormallytake?

3.

Howmanysuccessfulnewproducts/servicesdidyouintroduceinthelastyear?

4.

Arefeasibilityandinvestmentcriteriasetfornewproductassessment?

5.

Doyouemployandevaluatelaunchplansfornewproducts/services?

6.

Isyourproductportfoliomanagedcentrallyorlocally?

7.

Doyoulinknewproductdevelopmenttoyourbusinessandmarketingstrategies?Howdoyoudo this?

8.

Howarenewproduct/serviceideasencouragedandcaptured?



Change Management 1.

Ifyourcompanyceasedtoexist,wouldtheworldloseout?

2.

Whatisthecompany'spurpose?

3.

Whatisimportantwhenaddingvaluetothecommunity/market?

4.

Whatisyourcorporatefocusanddoyouhaveanycommunitygoals?

5.

Whatsortoforganisationisit,andisitgoodatwhatitdoes?

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Marketing Audit Checklist 6.

Whatskillssetthecompanyapart?

7.

Doyouthinkthecompanycouldbecomesupremelygoodatonething?

8.

Doyouachieveyourgoalsthroughcooperationorcollaboration?

9.

Doyouhaveachangemanagementpolicy?

10. Ifso,doyoufellthatitisalong‐termpolicy? 

General 1.

Areyouconfidentaboutthefutureofyourcompany,brandorproducts?

2.

Areyouhappyworkinginthecompany,andwithyourco‐workers?



Notes & Observations

 Sources:RGSBusinessSolutionsandSourcesUnknown

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