Marketing also need to audit.doc

 PAGE \* MERGEFORMAT 10 Marketing also need to ‘audit’ Many people know that marketing, not many people really understand marketing; know the marketing audit so few people know very few people even more. Said the marketing audit is in marketing or excessive proliferation formed on the basis, perhaps this statement is not accurate, it must be recognized, precisely because of the marketing activity has generated a marketing audit deficiencies. Through the survey found that many large companies the concept of marketing audit is still vague, not to mention the marketing audit for enterprise marketing activities were routine. From our neighbors Japanese point of view, often conducted their business is ‘marketing diagnostics’, although this, and marketing audit is still a difference, but at least this kind of ‘diagnosis’ is for the companies marketing activities, can play a monitoring, reverse corporate dilemma and provide effective role of information. The difference is: Marketing audit is the normal operation of the enterprise under the regular, ongoing one work; and marketing are mostly diagnosed when the enterprise is in crisis in a non-sustained, non-scheduled activities. From the domestic enterprises are concerned, whether it is marketing, audit, or ‘marketing diagnostic’ belong to the initial stage. But it is not the lack of domestic success stories. Shaanxi Gaitianli the ‘white with black’, for example, in the mid-90s, through a large number of advertising sales has created a miracle. However, overly dependent on advertising, do not pay attention to the terminal building, ignoring the outcome of marketing management is that enterprises have resulted in a large number of accounts receivable, long and almost invisible trace of the terminal stores, eventually leading to the rapid decline in market share. In this context, through the audit of sales channels, as well as the overall marketing program of the audit planning, in the subsequent marketing activiti