Dear kathy2002-ga
A Marketing Audit is a tool used to understand the strengths and
weaknesses of the organisation in a marketing environment.
These are a number of very similar worded definitions:
"A systematic examination of a business's marketing environment,
objectives, strategies, and activities with a view to identifying key
strategic issues, threats and opportunities."
http://www.tutor2u.net/glossary/advanced.asp?a=4&q=983
"A comprehensive and systematic examination of a company’s or business
unit’s marketing environment, objectives, strategies, and activities
with a view of identifying and understanding problem areas and
opportunities, and recommending a plan of action."
http://www.bplans.com/g/index.cfm?a=s1&sterm=Marketing%20audit
"A thorough, objective evaluation of an organization's marketing
philosophy, goals, policies, tactics, practices, and results."
http://lms.thomsonelearning.com/hbcp/glossary/glossary.taf?gid=16&start=m
There are also definitions for External and Internal Marketing Audits:
"A marketing audit is a systematic examination of a business marketing
environment, objectives, strategies and activities, with a view to
identifying key strategic issues, problem areas, and opportunities. It
provides the basis upon which a plan of action to improve marketing
performance can be built.
The external marketing audit focuses on Macroenvironment, The market
and Competition"
"The internal marketing audit focuses on the activities and
performance of the company in the light of the external marketing
environment. It should cover an evaluation of the following four
sections Operating Results Strategic Issues Analysis Marketing Mix
Effectiveness Marketing structure and systems"
More information on these sections can be found at
http://mcgraw-hill.co.uk/he/web_sites/business/marketing/jobber/files/marketing_plan/06exte.html
and
http://mcgraw-hill.co.uk/he/web_sites/business/marketing/jobber/files/marketing_plan/10inter.html
I trust this answers your question. If not, please ask for
clarification of this research, or if the links do not work, before
rating the answer.
answerfinder-ga
Search strategy
"Marketing Audit" glossary OR definition
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