Marketing Systems Audit
Are your systems supporting your marketing efforts?
In this section the company has the opportunity to put the business under
the microscope. Do you know as much about your business situation as you
should?
Marketing information systems
- Is the marketing intelligence system producing accurate,
sufficient and timely information about
marketplace developments with respect to customers, prospects, distributors
and dealers, competitors, suppliers and various publics?
- Are company decision makers asking for enough marketing
research, and are they using the results?
- Is the company employing the best methods for market measurement
and sales forecasting?
Marketing planning systems
- Is the marketing planning system well conceived and effectively used?
- Do marketers have decision support systems available?
- Does the planning system result in acceptable sales targets
and quotas?
Marketing control systems
- Are control procedures adequate to ensure that the
annual plan objectives are being achieved?
- Does management periodically analyse the profitability
of products, markets, territories and channels of distribution?
- Are marketing costs and productivity
periodically examined?
New product development systems
- Is the company well organised to gather, generate and screen new
product ideas?
- Does the company do adequate concept research and business
analysis before investing in new ideas?
- Does the company carry out adequate product and market
testing before launching new products?
