External & Internal Audit Of Marketing

External Audit

External factors can be split broadly into three groups, the economic environment, the competitive environment and your own market environment. Consider these areas from your own business's point of view - will any changes have an impact on your business, will they affect your competitors, will they allow you to compete where you could not, or inhibit your ability to compete. If the answer is yes, then the factors should be included in the audit.

2. Internal Audit

This is your opportunity to put your own business under the microscope - do you know as much about your own situation as you should?

Sales (total, split by geography, industry, customer, product)

Market shares

Profit margins

Costs

Marketing information research

Effectiveness of marketing mix