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COMPONENTS OF INTERNAL AND EXTERNAL MARKETING AUDIT Table 1
External Audit focuses on:
Internal Audit focuses on:
Business & economic environment
economy
fiscal
social
technological
Sales
total sales revenues
geographic reach and
location
type of industry
by customer
by product
The market
size
characteristics
trends
channels
customers
industry behaviour
Marketing
procedures
organizations
information
mix
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Marketing Audit process
The marketing audit can be given the function of a central intelligence activity
responsible for collection, synthesis, analysis, interpretation, and recommendation on all
major marketing decisions. The system would utilise all the existing information sources and
would combine them with marketing auditing procedures and processes in order to map a
complete picture including recommendations, rationale, and anticipated outcome. Figure 1
provides a flow of information from all external macro and micro environments as well as
internal sources to the marketing audit function for processing. In this function the marketing
audit will maintain progressive, cumulative, and cost-effective information gathering.
Fig. 2 Marketing audit Process
Content
Frequency
Types
Orientation
Source
Marketing
audit
procedures
Evaluation
of
Performance
Current
review
degree of
Market
Orientation
Environment
al Scanning:
Micro
Macro
Internal
Current
Performance
Evaluation
Tools:
PIMS
MDSS
MkIS
IMkIS
Mktg.
Res.
Marketing
audit
Information
processing
Analysis
Recommendati
on
Management
decision
making
Marketing
programs
implementation
Strategic
marketing
planning
Tactical
marketing
Planning