The marketing audit : translating marketing theory into practice

Abstract

Part 1 Understanding the marketing process: marketing orientation company capabilities and the matching process the market environment marketing quiz. Part 2 The marketing planning process - the main steps: the marketing planning process questionnaire the mission statement the benefits of marketing planning survival matrix. Part 3 Removing the barriers to marketing planning: symptoms of a lack of marketing planning marketing planning questionnaire - organizational issues. Part 4 The customer and the market audit: market definition critical success factors (CSFs) industrial goods and services benefit analysis the customer audit - Car Mart Ltd supplementary material - customer classification systems, standard industrial classification. Part 5 The product market: benefit package analysis life-cycle analysis case study - International Bearings Ltd (IBL) International Bearings Ltd - directional policy case study applying the directional policy matrix to your own organization. Part 6 Setting marketing objectives and strategies: cap analysis the marketing audit competitor analysis SWOT analysis assumptions setting marketing objectives marketing strategies. Part 7 Advertising and sales promotion: what are advertising objectives? setting advertising objectives choosing the advertising media the advertising plan is a promotion necessary? planning a sales promotion. Part 8 The sales plan: the role of personal communication in the communications mix quantifiable objectives managing the salesforce. Part 9 The pricing plan: competitive pricing selecting the price the use of discounts questionnaire awkward questions on pricing. Part 10 The distribution plan: do we need channel intermediaries? selecting a suitable intermediary customer service audit the customer service package physical distribution the distribution plan. Part 11 Marketing information, forecasting and organizing for marketing planning: the marketing information system information-gathering techniques forecasting techniques organizational structure. Part 12 Implementing the marketing plan: designing the marketing planning system implementing the marketing planning system.

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