The chapter begins with the steps in conducting a marketing audit. This process includes assessing how well a firm is doing with each of its products/services, reviewing the general market and competitive conditions, and identifying areas in which a firm possesses distinctive competencies. Sales forecasting is then discussed, with a focus on general economic forecasts, market forecasts, and the importance of derived demand. Specific product forecasts are then covered using trend data, the build-up approach, and the Delphi and test market methods. The chapter then focuses on competitor analysis. The final section of the chapter discusses various tools for analyzing customer needs.