Methods Of Conducting A Marketing Audit

Methods of Conducting a Marketing Audit

Marketing audit is an exam of the marketing activities of company. It must locomote conducted yesteryear impartial persons.

Auditors must locomote properly qualified, trained too experienced plenty to produce the audit. They must accept a consummate noesis too exposure of marketing.

Image below depicts the methods of conducting a marketing audit.

Following methods are used to acquit a marketing audit:

1. Outside auditor : Company appoints an exterior auditor to acquit a marketing audit.
2. Task strength audit : Company selects a squad of its ain senior executives to acquit a marketing audit.
3. Self audit : In this method, marketing manager of a society conducts a marketing audit.
4. Audit from above : Here, a senior executive of society (for example, a Director) is appointed to acquit a marketing audit.

Now let's discuss, “How is marketing audit conducted?”

1. Outside auditor

In this method, the society tin laissez passer the axe appoint an exterior auditor to acquit a marketing audit. An outside-auditor must locomote professional, a consultant or an agency.

Outside auditors acquit marketing audits for many companies. They accept plenty skills too experience. They are besides to a greater extent than independent, impartial too objective oriented. They laissez passer skillful suggestions for improvement.

Therefore, it is amend to locomote an exterior auditor.

Auditor studies data too submits a written report to the company. The society has to pay him fees for his services.

2. Task strength audit

In ‘Task Force Audit’ method, the society appoints a squad of its ain executives for conducting a marketing audit. These executives are highly experienced. They acquit the marketing audit independently. They submit their written report to the top degree of management.

3. Self audit

In ‘Self Audit’ method, the society appoints the marketing manager to acquit a marketing audit. Here, the marketing manager has to acquit a marketing audit himself. This is called self-audit. He has to critically-examine the marketing performances. He has to uncovering out the addition too minus points. Then he has to submit his written report to transcend degree of management.

Self audit must locomote conducted impartially yesteryear the marketing manager.

4. Audit from above

In ‘Audit From Above’ method, the society appoints a senior executive to acquit a marketing audit. This executive is to a greater extent than frequently than non a manager or a somebody who has consummate noesis most marketing. This is a type of internal audit.

It is ever amend to locomote an exterior auditor for conducting a marketing audit. Internal methods accept many limitations too therefore must locomote avoided.