Marketing Audit

Randomly pick one transaction you complete this week. Using it as your reference, imagine you are a marketing consultant who was hired by that organization to evaluate the experience in the following categories and write an action brief to make recommendations. Essentially you are doing an audit of the marketing of the organization and will address these areas in your report.

Simply answer each of the questions below.

1. What factors contributed to the FIRST impression(s) you had of the organization? (This can include any marketing/advertising you knew of in advance or may simply be your observations on site)
2. Did this impression change for better or worse at any time?
3. Does the “value proposition” of the organization seem to be well communicated? Does your experience with the organization suggest they are executing that value proposition?
4. If they don’t have a value proposition, or if you don’t like what they have, what value proposition would you develop for them?
5. Would you remember the value proposition after the transaction if you weren’t being consciously asked to think about it? (How memorable is it, in other words?)
6. How well would you say the employees of the organization understood that YOU are their chief priority? Give examples.
7. What environmental forces do you think they should be most concerned about in the future (remember these can be threats, opportunities, or BOTH). Relate these to the PEST model categories discussed in the course.
8. Who are their direct and indirect competitors?
9. What marketing management recommendations would you make to the organization both short and long-term?