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Essay / Research Paper Abstract
A 3 page paper planning an approach to conducting a marketing audit of Target Corp. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgAudTargA.rtf
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Unformatted sample text from the term paper:
"I know that half of my advertising budget is wasted; the problem is that I dont know which half" has been attributed to a variety of CEOs, including Frank W.
Woolworth in the 1950s. Regardless of who said it first and how long ago, it remains far too relevant today. 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. The purpose here is to devise a plan for approaching a marketing audit of Target Corp. Environmental Aspects
The audit will need to assess conditions in the general economy, demographic changes and other factors contributing to the environment in which
Target operates. The audit also will need to consider Targets recent business results and the state of the industry in which it operates. Analyses will include: * Economic
analysis. Unemployment, consumer confidence, interest rates and general economic trends will affect Targets progress. * Targets business results. What changes have occurred and how might those changes be
attributed to marketing efforts? * PEST analysis. This is assessment from the perspective of the political, economic, social and technological factors affecting Targets business. * Porters Five Forces.
The purpose of this analysis is to evaluate Targets industry and Targets place within its industry. Marketing The marketing audit will need to
include assessment of all of the Ps of the marketing mix (product, price, place and promotion). It will also need to seek definition of the companys objectives and review
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