Marketing audit and objectives, marketing, Marketing Management

What is Marketing Audit, Marketing Audit is periodical assessment of marketing performance of a product. It is done with specific objectives in order to create awareness and improve sales. It appraises current activities in marketing. Identification of opportunities and plan of action to improve sales performance. SWOT is regulating external and internal marketing environment. Market segmentation is identifying group of customers who share similar set of needs and wants. Marketing communication should be on par with competitors. These aspects are analyzed for DULUX paint in the case analysis. The company can conduct marketing audit periodically with the following objectives.
AIM
Restoring sales of DULUX Trade Paints especially brands such as Duette, Sonata and Acrylic Glaze for trade customers at UK. Understanding the reasons for slower sales of Acrylic Glaze, Duette and Sonata. To improve the special effect ranges on the aforesaid brands. Sales strategy for builder merchants and retailer segments in Britain. Creating higher level of awareness for the brand especially special effect products. Increasing the perception level of special effect brands among builder’s merchants and retailers. Improving marketing communication about the brand for professional specifier. Better communication about the product features in each brand category. To remove the bottlenecks in distribution of the products to the buyers. Implementing, strategy to improve marketing performance. Marketing audit is periodic scrutiny of a business marketing environment, aims, functions and course of action to understand problem and opportunities to improve marketing performance. Philip Kotler (2007)
Posted Date: 2/5/2012 1:19:46 PM | Location : United States







Related Discussions:- Marketing audit and objectives, marketing, Assignment Help, Ask Question on Marketing audit and objectives, marketing, Get Answer, Expert's Help, Marketing audit and objectives, marketing Discussions

Write discussion on Marketing audit and objectives, marketing
Your posts are moderated
Related Questions
Considering the concept of product life cycle, where would you put video games in their life cycle?

How is searching the reasons of distribution channels in economics system? Searching: Buyers and sellers are constantly engaged within search for consummation of required

Positioning strategies: 1.       Attribute positioning: a company positions itself on an attribute, such as the size or the number of years in existence. Disneyland can adver

Q. Explain the Role of direct marketing? Role of direct marketing:- a) Focus is on literate customer. b) For service marketing like insurance, Banking, telecommunication.

Steps in the buying decision process: the purchaser or the consumer takes his buying decision, for some commodities immediately without much consideration such as items or the dai

Competitive tourism and hospitality organisations strive to deliver a high level of service quality to their customers. As a Marketing Manager of one of these organisations, yo

Illustrates the intend of marketing for customers . Communication of information regarding the products assists customer finds out whether the product satisfies their requiremen

Q: What types of common cause variation and special cause variation are evident in this case? Q: Of Deming's "5 Deadly Diseases," please describe how each of the following di

Ghost Shopper Ghost shopper is a marketing expert, posing as a regular consumer, who is hired to monitor and evaluate the presentation skills and salesmanship of the store's sa

Each country or region has a specific culture which is due to similarities in religion, language, beliefs and values. This could result in a "cultural challenge for international m