Chapter 1 Flashcards
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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9
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Objectives
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10
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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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13
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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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15
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Marketing Audit
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16
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-it is the process of the companies to uncover
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17
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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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19
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environment.
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20
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Marketing audit examines six major marketing
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21
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components:
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22
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- The MAcro Environment and Task
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23
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Environment
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24
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- Marketing strategy
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25
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- Marketing organizations
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26
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- Marketing systems
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27
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- Marketing productivity
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28
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- MArketing functions
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29
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Marketing Audit
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30
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marketing audit’s four characteristics:
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31
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- Comprehensive-covers all the major marketing
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32
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activities of a business
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33
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- Systematic-an orderly examination of the
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34
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organization’s macro and micromarketing
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35
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environment
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36
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- Independent- can be conducted in dufferent
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37
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ways independently
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38
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- Periodic- initiated only after sales have turn down or sales force has fallen
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