Auditing markets, products, and marketing plans

Copyright......Page 4
Contents......Page 5
For Marketers......Page 7
Role of the Marketing Management Audit......Page 8
What Is Marketing Management?......Page 9
The Marketing Management Audit......Page 10
Reporting the Findings......Page 13
Market Definition (by Industry Type)......Page 15
Market Size Determination......Page 33
Market Share and Penetration Measurement......Page 36
Key Market Factor Assessment......Page 38
Identification of Marketing Industry Standards......Page 43
Indentifying Secondary Target Markets......Page 49
Customer Profiling......Page 50
Competitor Analysis......Page 64
Regulatory and Cultural Concerns......Page 73
Additional Market Audit Applications......Page 76
Comparing Your Market Audit Findings with Other Published Data......Page 77
Product and Income Source Profiling......Page 79
Product and Customer Management Review......Page 80
Portfolio and Life Cycle Management......Page 83
Sales Performance Evaluation......Page 93
Analyzing Product Sales Patterns......Page 97
Financial Profitability Measurement......Page 101
Production Capacity Determination......Page 105
Legal Concerns......Page 109
New Product Thinking and Planning Analysis......Page 111
Service Support Assessment......Page 116
The Marketing Management Concept......Page 117
Marketing Performance Measurement......Page 118
Business Expansion and Growth Performance......Page 124
Marketing Organizational Performance......Page 125
Technology and Information Management......Page 132
Marketing Strategy—Thinking and Planning Performance......Page 135
Marketing Mix Performance......Page 136
Marketing Implementation Success......Page 187
Marketing Budget and Financial Impact Performance......Page 194
Marketing Controls Performance......Page 199
Organizing the Audit Data......Page 203
Preparing for the Analysis......Page 204
Preparing for Strategic and Tactical Marketing Plans......Page 206
About the Author......Page 209