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Components of a Marketing Audit
A full marketing audit consists of 6 components; each of these components are either internal or external and can be semi-autonomous if a company requests less than a full audit.

The 6 Key components of a marketing audit in their logical diagnostic sequence are:

1:Marketing Environment Audit: Includes macro-environment(Political/legal, Economic, Social/cultural, Technological, The natural environment,Competitive factors) in which key trends are assessed and there implications for the companies marketing response; micro-environment/task environment(Marketplace,Competitors, Distributors, Dealers, Suppliers,Facilitator factors) gather data based on marketplace competitiveness and evaluate customer needs and attitudes towards company.

2:Marketing Strategy Audit: Evaluate overall business goals and objectives for growth based on company's resources and opportunities, determine best strategies for growth based on market trends as well as company's resources and opportunities.

3:Marketing Organization Audit: Evaluate the different aspects of the companies marketing department including operations, marketing planning, analysis, implementation and control and the suitability to implement the strategy needed.Marketing Organization Audit focuses on 1.Formal structure 2.Functional Efficiency 3.Interface Efficiency.

4:Marketing Systems Audit: Evaluate if a company has appropriate and sufficient marketplace systems such as, sales forecasting, sales goal and quota setting, marketing planning, marketing control, inventory control, order processing, physical distribution, new products development, and product pruning implemented to aid in collecting information, plan for activities, controlling operations; and how effective the procedures used in these systems are in the control of the marketing

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