Assignment: Marketing Audit
Scope
Identify an entrepreneurial business and carry out a marketing audit on the organization.
Definition
Marketing audit is a systematic and periodic examination of a company's environment, objectives, strategies and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance (Kotler, Armstrong, Wong and Saunders, 2008; p. 153).
Objective
Marketing audit seeks to address some of the key issues of the marketing planning process. It asks the question "Where are we now? How did we get here? And where are we heading?"
(Jobber, 2010; p.39).
The results obtained from the marketing audit provides a compass for the business in the future.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.