Sie sind auf Seite 1von 3


Caterina De Filippo
Diploma of Marketing

1. What are the elements of the marketing planning process?

The elements of the marketing planning process are:

assessing opportunity and resources

stating objectives

dening strategies

establishing guidelines for the implementation and control of the marketing plan

2. For each of the pieces of legislation listed, describe the intent of each and how it could
impact on the process of conducting a marketing audit:

a. anti-discrimination legislation

Laws that promotes equal opportunity for people and do not defers for gender, race and sexuality.

b. occupational health and safety

OHS: are standards in order to protect the employes and the customers like kitchen standard and
food quality.

c. privacy laws

Legislation that protect the identity of people when they attend a survey or any kind of

3. What is the difference between a business plan and a marketing plan?

A business plan is what a company is, mission statement and everything that denes that
company. The marketing plan is what the company is going to sell and how it is going to sell it.

4. List three common primary data collection techniques and give a brief description of

1.interviews: one to one speaking encounters between the people conducting the audit and the
person interviewed (staff member / customer . )

2.telemarketing: is a method of direct marketing in which a salesperson tries to convince potential
customers to buy products or services, either over the phone or face to face.

3. questionnaire: surveys which are usually conducted online or in loco which are a mix of close
ended question and open ended question

5. What are the two types of a Marketing Audit?

Two types of marketing audit are internal - external or micro -macro.

6. What is the purpose of a Marketing Audit?

The purpose of a marketing plan is to see if the marketing plan is working and if the objective are
been achieved.

7. What are the four characteristics of a Marketing Audit?

1.Comprehensive: it has to be very clean and clear (scope and objective)
2.Systematic: clear pre dened steps
3.Independent: it order to obtain more objectivity
4.Periodic: has to be done at a regular time (like monthly)

8. List three of the six major elements of a marketing audit, and describe what each of these

1. Marketing Environment Audit: includes macro-environment(Political/legal, Economic, Social/
cultural, Technological, the natural environment,Competitive factors) and micro-environment
(Marketplace,Competitors, Distributors, Dealers, Suppliers,Facilitator factors).
2. Marketing Strategy Audit: evaluates overall business goals and objectives for growth based on
company's resources and opportunities, determine best strategies for growth based on market
trends as well as company's resources and opportunities.
3. Marketing Organisation Audit: evaluates the different aspects of the companies marketing
department including operations, marketing planning, analysis, implementation and control and
the suitability to implement the strategy needed.
Marketing Organisation Audit focuses on:

Formal structure

Functional Efciency

Interface Efciency

9. How are environmental factors affecting the business classied, and what is the
difference between these two types?

The two types of environmental factors effecting the business are:

1. the external environment: those uncontrollable forces outside of the organisation. These forces
that can inuence the business are uncontrollable because you do not have any control over them,
but yet, you can respond and adapt to their treats and inuences with the controllable mix element
from the internal environment.
The uncontrollable forces in the external environment are:


government policies

natural forces

social and cultural forces

demographic factors

geographic factors
technological changes
2. the internal environment: is comprises of the activities inside of the marketing organisation. In
the internal environment, there are some variables that help to make decisions, such as:





10. List and describe two external environmental factors

1.geographic: states the information regarding the analysed area such as growth
2.demograc: states information about the population of that area such as gender, age, income..

11. Describe how the SWOT analysis can be used in the context of an internal audit?

The SWOT analysis can be use in an internal audit for the following factors:
Strengths: characteristics of the business or project that give it an advantage over others.
Weaknesses: characteristics that place the business or project at a disadvantage relative
to others