Marketing Audit

The trade Audit Comes Of Age Philip Kotler, William Gregor and William Rogers Comparing the trade strategies and tactics of trade units today versus ten years agone, the most striking mold is one of selling strategy obsolescence. Ten years ago US, automobile companies were gearing up for their second postwar expedite to produce the largest car with the highest horsepower. Today companies are selling change magnitude numbers of downhearted and medium-size cars and fuel economy is a study selling point. Ten years ago computer companies were introducing ever-more healthy hardware for more sophisticated uses. Today they emphasize mini and microcomputers and software. It is non even necessary to take a ten-year-period to leaven the rapid obsolescence of marketing strategies. The growth economy of 1950-1970 has been superseded by a volatile economy which produces new strategic surprises almost monthly. Competitors set up new products, customers switch their business, distri simplyors lose their effectiveness, advertising costs skyrocket, establishment regulations are announced, and consumer groups attack. These changes represent both opportunities and problems and may demand fortnightly reorientations of the companys marketing operations.

Many companies feel that their marketing operations need regular reviews and overhauls but do not know how to proceed. Some companies simply make many small changes that are economically and politically feasible, but fail to shorten to the heart of the matter. True, the company develops an annual marketing plan but management normally does not take a cabalistic and objective look at the marketing strategies, policies, organizations, and operations on a recurrent basis. At the other extreme, companies instal self-asserting new top marketing management hoping to shake. Enter The Marketing Audit One hears more talk today about the marketing audit as being the answer to evaluating marketing put on just as the public accounting audit is the... If you fate to get a full essay, order it on our website: Orderessay

Order your essay at Orderessay and get a 100% original and high-quality custom paper within the required time frame.