Marketing Audit Checklist

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1.  Market.
   • Evaluate current market share your company occupies.
   • Determine market extension opportunities for your business (if any).
   • Exploit those opportunities only in line with your business plan.
   • Determine unique selling propositions that help your company stand out in the market.
   • Conduct a market survey to find out whether your company’s image is closely linked to your products, in the eyes of your target customers.
   • Make sure there’s a strategy in your company to actively manage your corporate identity in the market.
   • Find proofs that your external and internal communications are effective / ineffective.
   • Determine date of the last product launch and find out whether this product is successful today.
   • Examine your market expansion strategy for the last year and consider whether it’s been successful.
2.  Marketing Operations.
   • Conduct a market research to understand your market dynamics and evolution.
   • Make sure customer feedback is incorporated into your marketing plans, service improvements and communications activities.
   • Examine your marketing objectives. Can you say these objectives support your business objectives?
   • Use SWOT analysis to review your company’s competitors. What strengths and weaknesses does the company have?
   • Measure the return on investment (ROI) provided by your marketing operations.
3.  Brand Management.
   • Analyze methods of brand management your business uses and find out whether they’re effective.
   • Make sure your company supports and actively promotes major values of its brands.
   • Determine the estimated brand equity. Can you say your customers recognize your brands?
   • Audit consumer preferences. Would your customers miss your brand if it didn’t exist?
   • Estimate the need for extending the brand line.
   • Evaluate risks surrounding brand line extension.
   • Make sure brand promotion activities reinforce core values of your brands.
4.  Product Positioning.
   • Examine current positioning of your products. Can you say the products are positioned efficiently?
   • Make sure your company has and applies a clear product positioning strategy.
   • Conduct a customer research to understand whether your customers clearly recognize your company and its brands.
   • Identify all aspects of competitive advantages your products offer and make sure your company exploits the competitive advantages.
   • Evaluate your existing communication strategies. Can you say your company communicates efficiently with customers? Are the customers well motivated to purchase your products?
5.  Customer Satisfaction.
   • Audit the customer satisfaction policy of your company for efficiency (How many customers are satisfied with your products? Can you say that most of the customers like your product and recognize your company’s image?)
   • Assess customer satisfaction and find out if current satisfaction level matches expectations defined by your policy.
   • Consider conducting customer satisfaction reviews on a regular basis.
   • Gather customer feedback and use the information in planning customer support service and products development.
   • Make a customer treating plan to quickly react to any problems experienced by your customers.
6.  New Product Development.
   • Audit methods of new product development your company operates and make sure they’re effective.
   • Check the new product development cycle of your company...

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