Unit 5. The marketing audit

Exercise 1. Look through the text, find the nouns with the suffixes –er or –or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes

–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

audit – checking; controlling;

business – commerce;trade; buying and selling;

creation – production of the human intelligence;

value – quality of being desirable; worth of something;

customer – person who buys things;

shareholder – owner of a business;

resource – wealth; supplies of goods, raw materials, etc. which someone can use or have;

objective – aim; something you aim for;

environment – surrounding;

to establish – to set up;

to maintain – to support; to keep at a level;

to permeate – to pass, to flow through every part.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6. Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1.What is marketing audit?

2. How does it act?

3. What does the audit analyze?

4. What is the capability of the company based on?

5. What are 2 basic types of the audit?

6. What do these types of audit analyze?

7. What information do these types of audit provide?

THE MARKETING AUDIT

The marketing audit is one of the primary methods by which the organization identifies its current position with respect to its external and internal environment. It acts as a checking system for the marketing planning systems already in place. It should regularly (usually annually) measure the success of the current plan before the company makes adjustments or enters the next planning phase.

The marketing audit analyses the company’s performance in terms of products and customers. To be of value, this information must be set against the company's environment, and take account of how competitors perform against the same criteria (market trends, innovations, and wider issues such as political and economic trends).

The internal audit analyses the ability of the organization to meet the needs of current and potential customers.

Дата добавления: 2015-11-14