Escolar Documentos
Profissional Documentos
Cultura Documentos
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 2 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 3 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 4 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 5 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 6 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 7 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 8 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 9 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 10 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 11 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 12 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 13 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 14 of 30
Setting Objectives
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 15 of 30
arise that was not recognized at the start of the audit. For
example, the auditor for an air brake system manufacturer
found as a valuable source of market intelligence a long-
established manufacturers' representative firm that
approached the company after the audit had begun.
Data Collection
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 16 of 30
Report Presentation
Summary
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 17 of 30
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 18 of 30
Macro-Environment: Economic-Demographic
Macro-Environment: Technology
Macro-Environment: Political-legal
Markets
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 19 of 30
Customers
Competitors
Suppliers
Facilitators
Marketing Objectives
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 20 of 30
Strategy
Formal Structure
Functional Efficiency
Interface Efficiency
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 21 of 30
Profitability Analysis
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 22 of 30
Cost-Effectiveness Analysis
Products
Price
Distribution
Salesforce
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 23 of 30
product?
z Does the salesforce show high morale, ability, and
effort? Are they sufficiently trained and motivated?
z Are the procedures adequate for setting quotas and
evaluating performance?
z How is the company's salesforce perceived in
relation to competitors' salesforces?
Retrospective Commentary
Globalization
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 24 of 30
Information Technology
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 25 of 30
Strategic Planning
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 26 of 30
Analytical Tools
Changing Environments
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 27 of 30
Implementation
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 28 of 30
Conclusion
Philip Kotler
William T Gregor
William H Rodgers III
October 1, 1988
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 29 of 30
References
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005
The Marketing Audit Comes of Age, Hamilton Consultants, Cambridge, MA Page 30 of 30
About Hamilton / Hamilton Focus / Our Clients / Engagement Experience / President's Welcome / Publications / Faculty Allies / Recruiting / Site Map
info@hamiltonco.com
http://www.hamiltonco.com/features/hampub/SMR.html 11/16/2005