Marketing Audit Approach Essay Example | Topics and Well Written Essays - 1000 words

Marketing Audit Approach - Essay Example retaining and growing the value of existing customers-new internal systems and operations are needed to manage the communication demands of relationship marketing. The relevance of marketing audit is the current Marketing management and performance of the organization - the overall marketing strategy of the business and the assumptions on which the strategy is based. The purpose of a marketing audit is not to determine any weaknesses or inefficient activities, but rather to identify whether there are any working practices that could be more effective. The marketing team within a business is fully involved in the marketing audit. They may carry out the audit themselves, or with the support of an outside consultant. A thorough audit of the external and internal environments impacting on marketing is essential in providing the foundation for the marketing plan. A marketing audit is a series of important questions, such as: Consequently, companies are setting up cross-functional processes and making other structural changes to better manage brand relationships. In order to evaluate the effectiveness of such efforts, there is an increasing need to audit these internal processes to make sure that they are, in fact, integrated, and operating efficiently and effectively. Observation, Impact of the observation on marketing objectiv... Impact of the observation on marketing objectives, Recommendations and Final Action of the management to correct the flaw as pointed out in the observation. This can be used to improve current strategies or introduce more effective activities and working practices. The marketing audit aims at observing the functioning of the marketing and sales departments by objectively analyzing the marketing function of a business, by looking in particular at: Efficiency - how the marketing team is structured, the processes employed, and how outside agencies and services are used; this is measured by looking at the infrastructure of the business. Each marketing function is separated into discrete tasks and key issues that affect the business are identified. Effectiveness - results of marketing activity and by looking at how the budget has been spent in relation to the original objectives; this is measured by assessing the impact of the marketing activity, compared to the size of the marketing budget being spent. The marketing spend is analyzed by service, type of activity and intended result Quality - reviewed, by measuring it against external opinions from clients and other stakeholders; this is measured by comparison with 'best practice'. It can also be done by benchmarking. The "benchmark" provides a standard for future campaigns. The cost and impact of marketing is measured against similar activities in other organizations. This information can be difficult to obtain, as it is often confidential. Benchmarking can reap rewards The methods of conducting a marketing audit could be any of the following: 1. Core Competencies Questionnaire: This questionnaire determines the respondents' knowledge of the marketing and marketing communication plans and practices and their attitudes

The Rise and Influence of Nationalism in Japan around WWII Essay

The Rise and Influence of Nationalism in Japan around WWII - Essay Example WWII strengthened such ideologies as Bushido (the way of the warrior) and religious ideology of Shinto, ideas of the "New Structure’ and "Consensus State†. These different forms of nationalism were mutually acceptable. The â€Å"New Structure† was a necessary component of nationalism, and new institutions had to be imported as a means of linking all Japanese to one national bureaucracy for political and economic centralization. The very act of importing these institutions, the values upon which they were based on a direct support to the social and cultural traditions formed the essence of the Japanese nation. In contrast to other states preached individualism, Japanese nationalism was based on the idea of collective identity and objectives which helped to unite the nation against ‘outside’ world. The emperor did not play a dominant role in political and social life. Critics suppose that control over the countries and its political strategies were esta blished by the military, formed by the Emperor and Government. During the WWII, Japanese practiced kamikaze as one of the main national traditions. They had special kamikaze units in the Japanese Fleet who made a great damage to enemies. Because Japanese believe that the world in which they lived and the political world were two separate entities, it was difficult to get the public to identify with the state and political institutions. The social system had a higher importance in Japan than the political system, and political institutions had very little cultural meaning to Japanese. As occurred in the Meiji period, Japan's defeat led to a wholesale rejection of prewar institutions and a wholehearted adoption of most of the occupation reforms as a means of ridding Japan of its inferior status.