ABSTRACT

The marketing audit is "an attempt to describe the current marketing situation, to speculate about the relevant future and to analyze the organization's marketing performance and potential." The marketing audit has four characteristics namely: Comprehensive; Systematic; Independent; and Periodic. The primary purpose of the audit is to develop a comprehensive profile of the organization's total marketing effort and to provide a basis for developing and revising the marketing plan, it is also an excellent mechanism for improving communications and raising the level of marketing consciousness within the organization. Data are compiled for analysis and evaluation from three main sources: internal interviews, external interviews, and secondary documentary sources. Evaluation is the final stage in marketing planning. In general, public and nonprofit organizations evaluate programs on the basis of their effectiveness or efficiency. Effectiveness has to do with end results and the impact of a marketing effort on a clientele.