By Aubrey Wilson
This specified booklet bargains useful, down-to-earth, speedy guidance to advertising and marketing and revenues departments. Aubrey Wilson publications the reader out of long term, formal recommendations and jargon right into a finished and simple research of ways to get the main from the selling audit. The guide comprises: 1) a whole consultant to key advertising and marketing audit questions and useful ideas 2) suggestions on find out how to determine no-cost and reasonably cheap advertising and revenues thoughts three) designated checklists, sponsored up with examples and case histories to demonstrate program. this significant textual content brings jointly instruments, checklists and methods to allow the reader to place jointly inner advertising audits which are appropriate to any association. the selling Audit instruction manual has been constructed over decades and springs from essentially the most inventive and difficult professionals within the box of commercial to company advertising.
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Additional resources for The Marketing Audit Handbook: Tools, Techniques and Checklists to Exploit Your Marketing Techniques
G. OEM distributor) • value added. 11. 3 What justification is there for keeping low sales items in the range? 4 How many and which products are own developments? How many licensed? How many traded/How many franchised/How much subcontracted work? 5 Is this ‘mix’ satisfactory? 6 If not, what steps can we take to adjust closer to a desideratum? 7 List major and subsidiary uses for the products/services. 8 Do existing customers know our full range and the major and subsidiary uses for the products/services?
This refers to product and process technology. The ability of one company to significantly outperform its competition in certain ways. Logos and other means whereby the company’s product or service are identified by the customer. Various laws and regulations which help keep potential competitors out of a market. Those clusters of social values which create demand for specific products and services. The enabling permission or public endorsement given to business by governments and other groups. The basic trust a customer places in a product or service.
Customer base: 5. Technology: 6. Special abilities: 7. Identifying symbols: 8. Artificial barriers to competition: 9. Social values: 10. Sanctions and supports: 11. Integrity: 12. Complementary products: Has traditionally been applied almost exclusively to customers but necessarily must be extended to other stakeholder groups. Refers to all people, physical assets, materials and services employed in running a business. The relationship of a company’s key cost elements with those of competitors.