Marketing Audit- modern marketing and new measures.doc

 PAGE \* MERGEFORMAT 13 Marketing Audit: modern marketing and new measures The so-called marketing audit is an organization’s marketing environment, objectives, strategies and activities carried out by a comprehensive, systematic, independent and regular inspections, which aims to discover marketing opportunities, identify marketing problems, put forward the correct short-term and long-term action plan to ensure the implementation of marketing plans marketing plan or unreasonable amendments to enhance the organization’s overall marketing performance. In the next century marketing, launch extensive marketing audit, comprehensive, and effective implementation of marketing control, to ensure the efficient and cost-effective business operation has an important significance. Marketing Audit is a marketing control, the implementation of an important means of marketing management; to develop the marketing audit will help improve marketing efficiency, energy conservation marketing resources; to develop the marketing audit will help the enterprises to effectively circumvent the marketing risks; to develop the marketing audit will help companies adapt to the environment changes in a timely manner to adjust the marketing plan. To develop the marketing audit noted several problems Marketing Audit is not a temporary work, work should pay attention to the following questions: 1. Comprehensiveness. Marketing Audit is not just a place to review a few problems, but cover the entire marketing environment, the internal marketing system as well as specific aspects of marketing activities. 2. Systematic. Orderly marketing audit includes a series of diagnostic steps, right marketing environment, internal marketing system and the various marketing activities in an orderly examination, diagnosis formulated on the basis of the rectification plan. 3. Independence. Through self-auditing, internal cross-audit, a