Marketing Function Audit
Using the marketing mix to analyse your functions
The marketing mix comprises of framework comprising of Product, Price,
Place (Distribution) and Promotion.
Products
- What are the company's product-line objectives?
- Are the objectives sound?
- Should the product line be stretched or contracted
upward, downward, or both ways?
- Which products should be phased out?
- Which products should be added to?
- What are the buyers' knowledge and attitudes
toward the company's and competitors' product quality, features, styling,
brand names, etc?
- What areas of product and brand strategy need improvement?
Prices
- What are the company's pricing objectives, policies,
strategies and procedures?
- To what extent are the prices set on cost, demand and competitive criteria?
- Do the customers see the company's prices as being in line with the
value of its offer?
- What does management know about the price elasticity
of demand, experience-curve effects and competitors'
prices and pricing policies?
- To what extent are price policies compatible with the
needs of distributors and dealers, suppliers and government regulations?
Place (Distribution)
- What are the organisation's advertising objectives?
- Is there adequate market coverage and service?
- How effective are distributors, dealers, manufacturers'
representatives, brokers, agents and others?
- Should the company consider changing its distribution channels?
Promotion
Including advertising, sales promotion, publicity and direct marketing.
- What are the organisations advertising objectives?
- Are the objectives sound?
- Is the right amount being spent on advertising?
- Are the ad-themes and copy effective?
- What do customers and the public think about the advertising?
- Are the advertising media well chosen?
- Is the internal advertising staff adequate?
- Is the sales promotion budget adequate?
- Is there effective and sufficient use of sales promotion tools
such as samples, coupons, displays and sales contests?
- Is the public relations staff competent and creative?
- Is the company making enough use of direct, online and database marketing?
Sales Force
- What are the sales force's objectives?
- Is the sales force large enough to accomplish the company's objectives?
- Is the sales force organised along the proper principles
of specialisation (territory, market, product)?
- Are there enough (or to many) sales managers to guide the field sales
representatives?
- Do the sales compensation level and structure provide
adequate incentive and reward?
- Does the sales force show high morale, ability
and effort?
- Are the procedures adequate for setting quotas and
evaluating performance?
- How does the company's sales force compare to competitor's sales forces?
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