2. The marketing audit is a fundamental part of the marketing planning
process. It is conducted not only at the beginning of the process, but
also at a series of points during the implementation of the plan.
The marketing audit considers both internal and external influences
on marketing planning, as well as a review of the plan itself.
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3. The purpose of an audit is to:
01 02 03
Determine what is Evaluate what is being Recommend what should
currently being done done (is it working, etc) be done in the future
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4. Questions about Marketing
01 Do you feel you are getting value for money from 07 Do you actively manage your brand, product
your marketing budgets? or corporate identity?
02 Are you developing the new business 08 How effective do you feel your external
opportunities as outlined in your business plan? communications are?
Do you have any proof of this?
03 Do you actually have a business plan
to compare with your results? 09 How effective do you feel your internal
communications are?
How satisfied are your customers Do you have any proof of this?
- and do you have proof of this?
10 When did you last launch a new product?
05 What unique selling 11 Was the new product launch successful?
propositions help you Do you have any proof of this?
stand out from your 12 How effective do you feel your marketing is?
marketplace?
13 Do you have a digital marketing strategy?
Do you think it works?
06 Is your corporate or brand image consistent with
your product or service, in the eyes of your
customers?
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5. Questions about Brand
14 Do you actively manage your brand, and how? 19 Would your customers miss it if it did not exist?
20 Have you extended the brand or product line?
15 What are your If not, could you do it?
brand values, and 21 Are there any high-risk areas you should avoid?
does your company
live these values? 22 Do your brand/product
promotions reinforce the
How long has the brand/product been around?
core values?
16
17 What is the estimated brand equity?
18 What does the brand mean in the eyes of your
customers?
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6. Questions about Business development
23 Are you developing new business from 31 How do you target new, potential key accounts?
existing customers?
32 Do your customers know all the brands/products
24 Are you developing new business from you offer?
new customers?
25 Are you developing new business from
33 How much do you invest
new products? in business
26 Do you know what your customer retention development activities?
rates are?
27 Do you have an definition for a 'good' sale 34 What is the success rate of your business
or customer? development efforts?
28 Do you set revenue targets? 35 Do you have a customer relationship
management (or marketing) system?
29 Do you set profit targets?
36 Do you feel the CRM system is well implemented
30 How do you manage key accounts? and properly used?
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7. Questions about Customer satisfaction
Do you know how satisfied your customers are
44 Do you link any customer
37
with your products/ services? Do you have any
proof of this? satisfaction feedback to
38 Do you operate a Customer Satisfaction Policy? your customer service
39 What do you see as the benefits of a Customer
planning, new product
Satisfaction Policy? development, and/or
40 Do you assess customer satisfaction? How do marketing strategy
you do this?
development?
41 To what level do you think you are meeting or
exceeding customer expectations? 45 How do you detect problems customers may be
experiencing with your company, brand or
42 Do you hold customer satisfaction reviews?
products?
43 If you do, is there any internal resistance to
customer satisfaction reviews?
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8. Questions about Planning
46 How does your company approach the planning 50 Are the budgeting, business and customer service
cycle? planning processes part of, or linked to the
marketing planning procedure?
47 Is marketing planning included in this process?
51 How do you determine the marketing budget?
48 If yes, is the marketing planning process seen as a Does this procedure work well?
positive management tool?
52 Do your marketing plans get monitored and
evaluated?
49 Has the company set
definitions and 53 How successful has the marketing planning
process been?
procedures for the
54 Do you feel that appropriate internal and external
business and marketing information is available during the planning and
planning processes? evaluation processes?
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9. Questions about Positioning
55 Do you know where your brand / products are 59 Do you feel that you have identified all the aspects
positioned? of competitive advantage your brand or product
offers?
56 Do you have a clearly 60 Do you think you exploit this competitive
developed marketing advantage correctly?
positioning strategy? 61 Do you communicate these advantages actively,
consistently and effectively?
62 Do you think the competitive advantages you
57 Do your customers clearly understand what your
communicate can motivate your customers to
company stands for?
choose your product/brand over the competition?
58 Does your company, brand or product make a real
difference in the marketplace?
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10. Questions about Marketing operations
63 Do you know the capabilities and limitations of 70 How is customer feedback incorporated into your
your marketers? If so, how? marketing plans, service improvements and
marketing communications activities?
64 Do you understand your market dynamics?
65 Do you have any proof of the market evolution?
71 Have your clearly defined
the markets you want to
Who are your competitors?
develop or serve?
66
67 What are the differences between your products/
services and branding and those of your
72 How systematically do you approach the market
competitors?
entry / support strategies?
68 Do you have a clear set of business objectives
73 Do you measure the return on investment
and shorter term goals?
provided by your marketing activities?
69 If yes, do your marketing objectives support this?
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11. Questions about New product development
How do you develop new products or services?
80 Do you link new product
74
75 How long does development normally take? development to your
76 How many successful new products/services did
business and marketing
you introduce in the last year? strategies?
77 Are feasibility and investment criteria set for new
How do you do this?
product assessment?
78 Do you employ and evaluate launch plans for new 81 How are new product/service ideas encouraged
products/services? and captured?
79 Is your product portfolio managed centrally or
locally?
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12. Questions about Change management
82 If your company ceased to exist, would the world 86 What sort of organisation is it, and is it good at
lose out? what it does?
83 What is the company's purpose? 87 What skills set the company apart?
84 What is important when
88 Do you think the company could become
supremely good at one thing?
adding value to the
89 Do you achieve your goals through cooperation or
community/market? collaboration?
90 Do you have a change management policy?
85 What is your corporate focus and do you have any
91 If so, do you fell that it is a long-term policy?
community goals?
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13. Questions about Corporate brand Product identity or
92 Do you actively manage your corporate, brand or 96 Does your board actively support the identity, and
product identity? How do you do this? manage it?
97 Have you extended your
93 Are your marketing and corporate communications
materials consistent with this identity, and
immediately recognisable as belonging to your identity to digital media?
business?
94 Do you feel that the identity works?
98 Do you feel that this has worked in the new
95 Does your identity portray the correct image? medium?
96 Are the benefits of having and living with a
corporate, brand or product identity understood
throughout the company?
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14. Questions about You
99
Are you confident about
the future of your
company, brand or
products?
100 Would you like to know more?
Or simply want a second opinion
Contact us.
Cris Anthony Hödar
CEO and Partner
email:
cah@plenus.dk
Mobile
(+45) 28 262 851
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