Tags |
|
|
Links |
|
|
Add You - Marketing Audits, the Perfect Strategic Tool
Here are my answers -- sometimes - never - maybe - it all depends. You may think that's an indecisive response, but few things have concrete, no diversion, answers, especially when it's your future and financial security.You will assume this is a great time to interview. It begins by thinking about FOOD and knowing it's FREE to you. But there might be a "dark" side too. Both the interviewer and the interviewee have risks in this career game. Si
Asking the “right” questions is in actual fact the key to conducting a successful marketing audit. Questions unlock an individual’s or a group’s creative instincts and serve to stimulate the thought processes. If the right questions are asked in the right manner, refreshingly new marketing insights and ideas come to t
What comes to people's mind when they say your name? You probably haven't given it a lot of thought; few of us have. When we don't develop and manage our professional image, we invite others to do this for us, and we lose control of how we are perceived. In business, creating and managing our image is called personal branding. A brand is the relationship or position an object or person holds in the mind of the consumer. For example, when you think of Volvo, what
In order to survive in today’s highly unpredictable and competitive environment, business leaders cannot leave one stone unturned in their search for excellence! The marketing audit may just be the missing link!
A marketing audit is an invaluable instrument to help an organization to establish its unique competitive position and to identify its superior skills, resources and capabilities. This is a prerequisite for achieving a sustainable competitive advantage for your product, business unit and/or business.
Conducting a marketing audit is one of the best and most sensible decisions an entrepreneur and businessman (or –women!) can make.
What is a marketing audit?
Philip Kotler describes a marketing audit as a - • comprehensive, • systematic, • independent, and • periodic examination of an organization’s or business unit’s marketing environment, objectives, strategies, and activities with a view to identifying problem areas (and opportunities) and recommending a plan of action to improve the organization’s marketing performance.
The definition clearly confirms the strategic and operational relevance of a marketing audit, making it an indispensable research instrument – dissecting, analyzing, assessing, proposing, and advising.
About the audit process
The audit process should be thoroughly planned so that auditing time and cost are kept to a minimum, since carrying out a marketing audit can be quite expensive. It is usually done by highly skilled, experienced, and specialized marketing professionals. Kotler’s cardinal rule when conducting an audit is: “Do not rely solely on the organization’s managers for data and opinions. Employees, customers, retailers, agents, and other stakeholders must also be interviewed and be involved in the process.”
Asking the “right” questions is in actual fact the key to conducting a successful marketing audit. Questions unlock an individual’s or a group’s creative instincts and serve to stimulate the thought processes. If the right questions are asked in the right manner, refreshingly new marketing insights and ideas come to t
I would like to make two important points about postcard marketing:Point #1 - "Learn More" is Not an Offer Here's the reason I stress this point. While working in the postcard marketing industry, "learn more" was one of the most frequently used calls-to-action I saw put onto postcards. The problem was, these companies gave the reader no reason to learn more. No incentive was mentioned. No compelling argument was made. No mention of the value to be
Conducting a marketing audit is one of the best and most sensible decisions an entrepreneur and businessman (or –women!) can make.
What is a marketing audit?
Philip Kotler describes a marketing audit as a - • comprehensive, • systematic, • independent, and • periodic examination of an organization’s or business unit’s marketing environment, objectives, strategies, and activities with a view to identifying problem areas (and opportunities) and recommending a plan of action to improve the organization’s marketing performance.
The definition clearly confirms the strategic and operational relevance of a marketing audit, making it an indispensable research instrument – dissecting, analyzing, assessing, proposing, and advising.
About the audit process
The audit process should be thoroughly planned so that auditing time and cost are kept to a minimum, since carrying out a marketing audit can be quite expensive. It is usually done by highly skilled, experienced, and specialized marketing professionals. Kotler’s cardinal rule when conducting an audit is: “Do not rely solely on the organization’s managers for data and opinions. Employees, customers, retailers, agents, and other stakeholders must also be interviewed and be involved in the process.”
Asking the “right” questions is in actual fact the key to conducting a successful marketing audit. Questions unlock an individual’s or a group’s creative instincts and serve to stimulate the thought processes. If the right questions are asked in the right manner, refreshingly new marketing insights and ideas come to t
The effectiveness and reach of traditional media has devolved: With the growing number of magazines and television stations in the UK, it is hard to find a medium that can support an effective national broadcast campaign. Target audiences are scattered across a plethora of magazines and stations and buying enough advertising space for effective reach has gotten out of hand.Then there is the option to buy highly targeted mailing lists a
The definition clearly confirms the strategic and operational relevance of a marketing audit, making it an indispensable research instrument – dissecting, analyzing, assessing, proposing, and advising.
About the audit process
The audit process should be thoroughly planned so that auditing time and cost are kept to a minimum, since carrying out a marketing audit can be quite expensive. It is usually done by highly skilled, experienced, and specialized marketing professionals. Kotler’s cardinal rule when conducting an audit is: “Do not rely solely on the organization’s managers for data and opinions. Employees, customers, retailers, agents, and other stakeholders must also be interviewed and be involved in the process.”
Asking the “right” questions is in actual fact the key to conducting a successful marketing audit. Questions unlock an individual’s or a group’s creative instincts and serve to stimulate the thought processes. If the right questions are asked in the right manner, refreshingly new marketing insights and ideas come to t
A career in marketing is one of the most personally and financially satisfying. The marketing profession has seen enormous growth in both size, status and remuneration in recent years.But what can you do to make your mark if you have just secured a new job in marketing? If you are either an aspiring or experienced marketer, making a difference in a new job in a competitive, crowded or noisy marketplace can be difficult.So what should you do in the firs
About the audit process
The audit process should be thoroughly planned so that auditing time and cost are kept to a minimum, since carrying out a marketing audit can be quite expensive. It is usually done by highly skilled, experienced, and specialized marketing professionals. Kotler’s cardinal rule when conducting an audit is: “Do not rely solely on the organization’s managers for data and opinions. Employees, customers, retailers, agents, and other stakeholders must also be interviewed and be involved in the process.”
Asking the “right” questions is in actual fact the key to conducting a successful marketing audit. Questions unlock an individual’s or a group’s creative instincts and serve to stimulate the thought processes. If the right questions are asked in the right manner, refreshingly new marketing insights and ideas come to t
Everyone needs feedback. People need to know how they are doing in order to be the best they can be. Managers worry about performance -so do those they worry about! Most people want to do a good job but unless they know what they need to change or improve, they may continue to do things the way they have always done them, no matter how ineffective that may be.Most people aren't the best judge of their own behavior. Although well-intentioned and hardworking,
Asking the “right” questions is in actual fact the key to conducting a successful marketing audit. Questions unlock an individual’s or a group’s creative instincts and serve to stimulate the thought processes. If the right questions are asked in the right manner, refreshingly new marketing insights and ideas come to the fore.
The marketing audit also provides the auditor with a clearer picture of the organization's marketing function and business environment. It will help him/her to identify the strengths, weaknesses, opportunities, and threats of an organization's internal and external (marketing) environment.
Some final thoughts
Unlike a financial audit, a marketing audit has a strong dualistic character. On the one hand it has a scientific and structured side, and on the other hand it has a “chaos” side that invites and provokes intuitive, creative and “out-of-the-box” thinking.
I believe that the marketing audit process should encourage “out-of-the-box” thinking, since competitive advantage rarely comes from sameness. When businesses offer the same product and service to the same market by performing the same kind of activities no business will prosper in the long run. Information obtained from a thorough and skillfully conducted marketing audit will enable management to develop a market focused strategy that is directed by its unique capabilities, ensuring sustainable competitive advantage for their product, business unit and/or business.
Lastly, the marketing audit plays an important role in developing a (successful) strategic marketing plan. A well conducted marketing audit can provide corporate and marketing decision-makers with quality information that is relevant, practical and constructive. As a strategic instrument, the marketing audit is indispensable when developing a marketing strategy.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.addyou.info/article/44987/addyou-Marketing-Audits-the-Perfect-Strategic-Tool.html">Marketing Audits, the Perfect Strategic Tool</a>
BB link (for phorums):
[url=http://www.addyou.info/article/44987/addyou-Marketing-Audits-the-Perfect-Strategic-Tool.html]Marketing Audits, the Perfect Strategic Tool[/url]
Related Articles:
Creativity and Innovation Management: The Creative State
Maximize Your Retail Customer Profits
Bookmark it:
|