Marketing Effectiveness Audit |
|
A marketing effectiveness audit provides a comprehensive, systematic
and independent examination of the company's marketing environment----across all major marketing activities of the business. It is often the
first step in improving a company's market performance.
Key issues addressed:
- Have marketing objectives, strategies and plans been set, and do they reflect marketplace requirements?
- What elements of the marketing mix provide the greatest leverage opportunities?
- Can marketing resources be realigned to improve efficiency and effectiveness?
- Are there opportunities to improve marketing and sales planning,
through redesigned systems, processes or organizational structure?
Approach and anticipated results:
Through internal interviews and primary and secondary research, a
company's or brand's strengths, weaknesses, opportunities, and threats
are uncovered. A corrective action plan then is developed to identify
a limited set of marketing levers with a focus on improving marketing
efficiency and effectiveness. |
|
