Transcript What is a Marketing Audit?

Managing a Holistic
Marketing Organization
for the Long Run
Corporate Social Responsibility
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Socially responsible behavior
Individual marketers must practice a "social conscience" in
specific dealings with customers and stakeholders. (Increasingly,
people say that they want information about a company's record
on social and environmental responsibility to help decide which
companies to buy from, invest in, and work for).
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Ethical behavior
Companies must adopt and disseminate a written code of ethics,
build a company tradition of ethical behavior, and hold its people
fully responsible for observing ethical and legal guidelines. .
Legal behavior
Society must use the law to define, as clearly as possible, those
practices that are illegal, antisocial, or anticompetitive.
Organizations must ensure that every employee knows and
observes any relevant laws.
Corporate Social Responsibility
Effective internal marketing must be matched by a strong sense of ethics,
values, and social responsibility. A number of forces are driving companies to
practice a higher level of corporate social responsibility, such as rising customer
expectations, evolving employee goals and ambitions, tighter government
legislation and pressure, investor interest in social criteria, media scrutiny, and
changing business procurement practices. Palm oil was hailed as a renewable
fuel for food companies looking to find a solution to a trans-fat ban, until its use
was linked to the destruction of tropical rain forests and the extinction of the
orangutan and the sun bear. When Greenpeace released a report criticizing
Nestlé for purchasing palm oil for its KitKat candy bars from an Indonesian firm
linked to rain forest destruction there, a social media war ensued. Protestors
posted a negative video on YouTube, bombarded Twitter and Nestlé’s Facebook
page, and took to the streets outside Nestlé’s Jakarta offices.
Cause-Related Marketing
Downy fabric softener’s “Touch of Comfort” cause program, for example, donates
5 cents from purchases to Quilts for Kids, an organization that works with
volunteer quilters to make and distribute custom-sewn quilts to children in
hospitals. Cause-related marketing is marketing that links the firm’s contributions
to a designated cause to customers engaging directly or indirectly in revenueproducing transactions with the firm.
Cause-Marketing Benefits
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Build brand awareness
Enhance brand image
Establish brand credibility
Evoke brand feelings
Create a sense of brand community
Elicit brand engagement
Branding a
Cause Marketing Program
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Self-branded: Create Own Cause Program
Co-branded: Link to Existing Cause Program
Jointly branded: Link to Existing Cause
Program
Social Marketing Campaigns
Cognitive
Explain the nutritional values of
different foods.
Action
Motivate people to vote “yes” on a
certain issue
Social Marketing Campaigns
Behavioral
Demotivate cigarette
smoking.
Value
Alter ideas about abortion.
Key Success Factors for
Social Marketing Programs
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Chose target markets that are ready to
respond
Promote a single, doable behavior in clear,
simple terms
Explain the benefits in compelling terms
Make it easy to adopt the behavior
Develop attention-grabbing messages
Consider an education-entertainment
approach
Social Marketing Planning Process
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Where are we?
Where do we want to
go?
How will we get there?
How will we stay on
course?
The Control Process
Strategic Marketing
Marketing implementation is the process that
turns marketing plans into action assignments
and ensures they accomplish the plan’s
stated objectives. A brilliant strategic
marketing plan counts for little if not
implemented properly. Strategy addresses the
what and why of marketing activities;
implementation addresses the who, where,
when, and how. Marketing control is the
process by which firms assess the effects of
their marketing activities and programs and
make necessary changes and adjustments.
Types of Marketing Control
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
Approaches to Annual Plan Control
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Sales analysis
Market share analysis
Sales-to-expense ratios
Financial analysis
Market-based scorecard analysis
Approaches to
Profitability Control
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Product
Territory
Customer
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Segment
Trade channel
Order size
Efficiency Control Approaches
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Sales force
Advertising
Sales promotion
Distribution
Strategic Control Approaches
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Marketing effectiveness rating instrument
Marketing audit
Marketing excellence review
Company ethical and social responsibility
review
What is a Marketing Audit?
A marketing audit is a comprehensive,
systematic,
independent,
periodic
examination of a company’s or business
unit’s marketing environment, objectives,
strategies, and activities with a view to
determining
problem
areas
and
opportunities, and recommending a plan of
action to improve the company’s marketing
performance.
Characteristics of
Marketing Audits
Marketing audits have four characteristics:
1.Comprehensive—The marketing audit covers all the
major marketing activities of a business, not just a few
trouble spots as in a functional audit.
2.Systematic—The marketing audit is an orderly
examination of the organization’s macro- and
micromarketing environments, marketing objectives and
strategies, marketing systems, and specific activities.
3.Independent— Self-audits, in which managers rate their
own operations, lack objectivity and independence.
4.Periodic—Firms typically initiate marketing audits only
after failing to review their marketing operations during
good times, with resulting problems. A periodic marketing
audit can benefit companies in good health as well as
those in trouble.
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