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Essay / Research Paper Abstract
A 6 page paper designing an extensive marketing audit for an existing company. The audit includes items such as market research; best-customer profile; review of marketing materials; examination of product pricing structure; and review of distribution channels, among other investigations. Overall, this extensive marketing audit will provide benchmark information for future audits. The initial effort will require nearly six months to complete, but it will lay a foundation for future audits that will require much less time and labor. Bibliography lists 4 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgAudit.rtf
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Unformatted sample text from the term paper:
The problem is that I dont know which half." Frank W. Woolworth Introduction Before the advent of radio and then later, television,
advertising was simple and straightforward. Merchants or producers placed print advertisements - the only medium available - and could judge its effect immediately. The pace of business indicated
the success of other measures to attract and retain customers. The entire marketing effort could be assessed quite simply. It was during the 1950s that Frank W. Woolworth
is said to have made his now-famous statement. Determining the effectiveness of advertising efforts is only part of a marketing audit, as advertising is only a part of marketing.
All portions of marketing are important to the total effort, and it is crucial that marketers be aware of the effects of and return on their efforts. Planning the
Marketing Audit An effective marketing audit will include review of all customer-related activities that the firm practices, including customer service of course, but
also including production quality for manufacturers or service effectiveness for service providers (Hamilton, 2004). The bottom line that the firm will be seeking in this regard is whether the
customer is satisfied and sees value in the product or service that the organization offers. The "product" arm of the marketing mix - product, place, promotion, price - likely
is the most important single item in that, if the product is not acceptable, then no amount of promotion or price adjustment will make it desirable on the part of
consumers. For this reason, the marketing audit must include a review of the firms relevance to consumers. Other areas are just as
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