Marketing Audit Research Articles

Маркетинговый аудит в управлении инновационной деятельностью компании: методология и метрики

In today's complex digital business world, almost every company understands the importance of introducing innovations in the process of operation. At the same time, the issues of diagnosing and assessing the results of the chosen innovative path using a marketing audit remain relevant for the reason that there is simply no ready-made template or algorithm for conducting a marketing audit of a company. The problem is the ambiguous definition of a set of indicators for the marketing audit procedure. The purpose of the work was to determine the importance of conducting a marketing audit in the process of managing an innovative company using the algorithm and metrics of a marketing audit. The methodological basis of the study was a review of scientific works of Russian and foreign authors on the issues of conducting marketing audits and an analysis of the operating features of companies involved in the development and implementation of innovations. The specific features of managing an innovative company were identified, and the methodological and methodological problems of conducting a marketing audit of an innovative company were identified. The results of the study showed that the approaches existing in foreign and domestic literature that describe the process and mechanics of conducting a marketing audit are fragmentary. The work proposed its own algorithm for conducting a marketing audit, and identified a set of additional quantitative indicators (metrics) for a more complete and comprehensive procedure for conducting a marketing audit for managing the innovative activities of a company operating in conditions of uncertainty, risks and competition. The article substantiated the importance and relevance of introducing a marketing audit algorithm. The results of the study can be used by innovative companies when conducting a marketing audit procedure.

Enhancing power marketing audit through IoT and multi-sensor information fusion: A substation scenario analysis

The demand for electricity in economic development is increasing, so it is necessary to establish a unified power marketing audit evaluation system, standardize the power marketing audit workflow, and formulate scientific audit evaluation standards to make the power marketing audit more scientific and objective. This paper introduces multi-sensor cooperative sensing from IoT technology and uses multi-source data fusion technology for complete multi-sensor information fusion. The objective is to illustrate how multi-sensor information fusion and Internet of Things (IoT) improvements may improve the power industry's auditing process, especially at substations, resulting in increased efficiency, accuracy, and risk management. We focus on analyzing the environmental characteristics of the power IoT sensing system in the substation scenario and compare the advantages and disadvantages of various types of networking algorithms. Experiments show that our method has a low bandwidth footprint, energy consumption, and high data accuracy.

Features of the applicatuion of mareyting audit in the developmenr of a fitness club strategy

The article presents the results of the conducted research on the peculiarities of the application of marketing audit in the development of the marketing strategy of a fitness club. The main reasons why it is necessary to conduct a systematic marketing audit of the activity of a fitness club are given. It was determined that focus groups are the most common qualitative method of marketing audit of fitness clubs - 82.3%. The peculiarities of the use of marketing audit in the activity of a fitness club were characterized, namely, it was established that it was most often used to study trends in the development of the fitness club market (83.40%), and least often - to analyze the activities of competitors (34.50%). The main indicators that must be used when conducting a marketing audit of a fitness club have been formed: performance indicators of tactical and long-term measures; indicators characterizing the degree of influence of environmental factors; indicators reflecting the use of human resources; indicators characterizing the organization of marketing activities; indicators characterizing the achievement of goals and the implementation of the strategy of the fit ness club.

Marketing audit is a tool for strategic development of an industrial company

The high-tech sector of the economy carries out marketing activities at the operational and strategic management level. The implemented import substitution policy actualizes the marketing expertise of the technical decisions taken. Technological audit is aimed at improving the competitiveness of a particular production. The results of the completed marketing audit determine the main directions of innovative changes in the production landscape. The authors propose a conceptual model of a marketing management system that integrates the results of the evaluation of marketing and technological audit and creates conditions for the release of innovative industrial products. Relationship marketing forms new criteria for evaluating the effectiveness of marketing activities, which is based on increasing the level of consumer perception of the brand. Strategic priorities for the development of industrial companies are based on a marketing platform and ensure the achievement of technological self-confidence.

MARKETING AUDIT

This paper analyzed the elements and processes of marketing audit in two small restaurants in Aracaju/SE. Qualitative research was conducted with a case study and evidence collection through interviews, questionnaires, and observations to analyze environmental, system, mix, and productivity analysis as components of marketing audit. The results showed that although the companies have growth potential in the market, they have short-term strategies, such as controlling costs, setting prices, changing the menu, quality of service, and attractive spatial design. On the other hand, the audit found a lack of clear objectives, the absence of regular practices for the collection and analysis of market data, low attention to political forces, and limited performance in the digital environment. In view of the results, this study highlights the components of the marketing audit and proposes improvement actions to optimize the performance of the companies studied.

Moderating Role of Marketing Audit on the Effect of Strategic Marketing Planning on Organisational Performance of Selected Quoted Consumer Goods Manufacturing Companies in Lagos

Purpose: Recently, business uncertainty and pressures have challenged routine activities in consumer goods manufacturing companies (CGMC), resulting in dwindling performance due to their inability to respond swiftly and correctly to strategic marketing planning practices. However, proactive manufacturing businesses strive to evaluate their operational activities and thus put measures in place to improve their performance as a condition of continuous existence and future development. Such organisations analyse their routine functions periodically, through operational methods that allow the evaluation of their market strategy, current performance and function as management guides. The study therefore investigated the moderating role of Marketing Audit (MA) on strategic marketing planning and organisational performance of selected quoted consumer goods manufacturing companies in Lagos,
 Methodology: Survey research design was used for this study. The population was 594 staff in the sales and marketing departments of the selected CGMC in Lagos State, Nigeria. The study adopted total enumeration method. Purposive sampling technique was employed. Data were analysed using descriptive and inferential (multiple regression) statistics.
 Findings: The findings showed that marketing audit has a significant moderating effect on the effect of strategic market planning on organisational performance of selected quoted consumer goods manufacturing companies in Lagos State, Nigeria. 
 Recommendations: The study therefore recommends that top management of CGMCs should review the companies MA on marketing strategy process of personnel with correct organizational values and attitudes.

MARKETING AUDIT AND ITS IMPACT ON IMPROVING THE COMPETITIVENESS OF THE COMPANY

Currently, the processes of globalization of the world economy have turned the priorities of companies, and require them to systematically analyze favorable and crisis situations in marketing, as well as promptly respond to them. To ensure the necessary level of competitiveness, companies are looking for new and more advanced methods of analyzing their marketing activities that will allow them to adjust their policies and choose ways to increase competitiveness. As a result, a marketing audit was developed. The article analyzes the impact of marketing audit on the competitiveness of the company.

MARKETING AUDIT OF ADVERTISING ACTIVITIES ON THE FOREIGN MARKET

The advertising activity of the enterprise affects the effectiveness of its communication and sales policy and has an impact on the economic results of its activity. Advertising involves significant financial resources, which requires constant control and regulation. This task allows you to solve the marketing audit of advertising activities. The work examines the features of advertising activity that affect the system of its evaluation. Taking into account that advertising has not only an economic, but also a communication impact, the main concept of conducting an audit of advertising activities in the domestic market is presented. Differences between consumers in different countries of the world are defined, which affect the perception of advertising materials and, ultimately, the effectiveness of advertising influence. Taking into account the peculiarities of the foreign audience, the main directions of the advertising audit in the foreign market and the stages of its implementation are formulated. It is emphasized that, in contrast to an advertising audit in the domestic market, in external advertising practice, the conformity of the content and design of the advertising message to the goals of the advertising campaign and the national characteristics of the target audience should be assessed, as well as a media audit should be conducted. The evaluation of the economic effectiveness of advertising campaigns in the international marketing system does not differ in principle from its determination in the conditions of the Ukrainian market. As for the criteria of communication effects from advertising, they are formed precisely on the maximum consideration of the peculiarities of the country in whose market the enterprise operates. The differences between evaluating the effectiveness of advertising campaigns and conducting an audit are given. It is emphasized that the evaluation of advertising effectiveness is a constituent element of its audit. The audit is aimed at identifying and eliminating weaknesses in advertising activities, optimizing the advertising budget and increasing the effectiveness of advertising.

МАРКЕТИНГОВИЙ АУДИТ В СТРУКТУРІ ПОСЛУГ КОНСАЛТИНГОВИХ КОМПАНІЙ УКРАЇНИ

The article devoted to the study of marketing audit in the structure of services of consulting companies in Ukraine. The relationship between such concepts as "marketing system of interaction", "consulting interaction" and "effect of communicative convergence", which formed during the provision of consulting services, found out. The degree of maturity of the consulting market in Ukraine for the period 2010–2021 studied, within the framework of the KVED sector "Professional scientifi c and technical activity", the types of services of which structured into groups in similar areas. According to the results of the assessment, it established that the market is not yet mature, but it is during the crisis period that the interest of business entities in marketing increases. It determined that, of course, a large share of the market occupied by a conditionally defi ned group I, however, group II, the main share of which is the direction of marketing activities, has a clear positive trend. The concepts of "audit" and "audit of fi nancial statements" within the framework of legislative acts investigated. The views of scientists on the content of the concept of "marketing audit" considered and the author's defi nition of this defi nition proposed. According to the author, "marketing audit" is a separate type of consulting services, during which intellectual products created in the course of diagnosing and optimizing the marketing activities of an enterprise in accordance with the marketing strategy and taking into account the general goals of enterprise management. Marketing audit measures as a type of consulting services described. A comparative description of the concepts of "audit of fi nancial statements" and "marketing audit" developed within the framework of the main features: the person who provides services; control over the person providing the services; company providing services; documents on the results of the inspection; evaluation of the work to confi rm the reasonableness of the conclusions; reputation; electronic offi ce. Despite the differences between the audit of fi nancial statements and marketing audit, as well as the weak provision of marketing audit with legislative acts, consulting companies are ready to develop individual marketing audit programs for Ukrainian enterprises. Under these conditions, the main task of a marketing audit should be considered the possibility of introducing, based on the results of the marketing mix, the most effective marketing strategies into the business activities of the customer enterprise within the framework of the distribution policy, product, pricing and communication policy.

Marketing Audit in Efficiency of Marketing in the Food Industry

The article explains audit as a means of increasing the efficiency of marketing activities and clarifies its role in optimising marketing activities. Scientifically substantiated proposals were made to increase the efficiency of the marketing system based on marketing audits in food production enterprises. The author gives the definitions of marketing audit given by the authors at different times, formulates its goals, essence, and purpose, and identifies problems associated with its implementation. The author's interpretations are analysed and given to deepen the value of the marketing audit to identify shortcomings in marketing activities in the food industry, which differ in specific features. It should be noted that no matter what position the company occupies in the market, its activities presuppose constant development: introduction of innovations, improvement of production technologies/provision of services, optimisation of business processes, expansion of the customer base, growth of sales volumes and even the number of mistakes that are customary to learn from. The role and usefulness of the marketing audit in identifying vulnerabilities in the work of key divisions of companies, shortcomings in relation to their rivals and various segments of the food market are considered as significant factors affecting the effectiveness of marketing activities. Even after realising the benefits of the marketing approach to doing business, not all managers striving to keep up with the times successfully cope with the task of effective management. The author notes the lack of information on how well and efficiently the marketing and sales departments function. A marketing audit, which emerged from the management audit and formed as a separate direction less than ten years ago, allows you to collect and analyse such information. A marketing audit helps to optimise the necessary information base and empirical data to prepare key management decisions on a particular problem issue and the prospects for the development of the company and contributes to the effectiveness of marketing in general. Prerequisites for creating such a direction as a marketing audit led to a decrease in the relevance of traditional marketing solutions: competing companies began to pursue an active policy in launching new products, distribution and advertising.

The influence of supply chain and human competence on improving the efficiency of small businesses in countries with developing economies

To increase finance performance any small company needs to improve its management in supply chain and human competence (response). The main aim of our work is aimed at identifying universal marketing audit tools that could help small businesses to increase efficiency and profitability. A sample of 144 small businesses through a survey were used for research. The study applied the SmartPls program for finding marketing audit tools. Our research showed that supply chain management and response (reaction to feedback from employees or customers) are main tools of marketing audit to help improve a small business. We found that marketing audit has a positive effect on both current market efficiency and current profitability. Results also show that, despite the direct benefits of marketing audit, many small companies in emerging markets do not adopt audit due to lack of marketing knowledge. This study can be a reference for owners of small businesses in emerging markets. We developed novel tools of marketing audit that could help small businesses. This paper is an original contribution to managerial knowledge.

SEM як інструмент просування ВЕБ-ресурсів компанії

The aim of the article. The aim of the article is to study the features of search engine marketing (SEM), analysis of its components, metrics and software, comparison of organic and inorganic methods of promoting web resources, developing an approach to comprehensive assessment of the effectiveness of marketing activities in the online environment. Analyses results. Search engine marketing combines organic and inorganic methods of promoting a company's web resources. It consists of SEO (search engine optimization), PPC-marketing (pay per click marketing), ASO (app store optimization), SMM / SMO (social media marketing / social media optimization), ORM (online reputation marketing). Cross-analytics is also important for SEM, which allows you to analyze in detail the behavior of consumers on the web resource, as well as to assess the effectiveness of marketing activities. Companies that run their own businesses on the Internet often operate on a limited budget. There is a problem of which method of promotion is better to choose. In the short run, when it is important for companies to maximize profits and quickly attract new potential customers, an inorganic approach based on PPC technology is optimal. If the company has decided to improve the online reputation and increase the position of its own web resource, it is best to focus on organic methods of promotion, an important position among which is SEO. It should be noted, 70% of site traffic comes from organic search. However, in the long run, in order to get a synergistic effect from the activities, to build long-term relationships with their own customers, to optimize traffic, behavioral, commercial technologies of promotion on the Internet, the best solution is to use search marketing. The article compares organic and inorganic methods of marketing in search networks, identifies the basic metrics needed to evaluate marketing activities and software tools used to analyze and promote web resources. It is worth noting that according to research, the most popular metric among search marketing indicators is the lifetime value of the client (LTV), and popular services used by SEO and PPC-specialists are Seranking, Ahrefs, Netpeak Spider, Screaming Frog, All Positions, SimilarWeb, Megaindex. The scientific novelty of the study is the systematization of all components of search engine marketing, the refutation of all prejudices related to SEM. The article presents the author's own definition of search marketing, and we have developed an integrated approach to evaluating the effectiveness of the company's marketing activities in the Internet environment. Conclusions and directions for further research. In general, companies that make extensive use of search engine marketing technologies are succeeding in promoting web resources, attracting more and more new customers, and have a competitive advantage. Further research in this area consists of refining and practical testing of a comprehensive approach to evaluating the company's marketing activities in the Internet environment, detailed comparative analysis of organic and inorganic methods of promotion in B2C and B2B markets, integration of search marketing technologies with integrated digital marketing audit tools

Risk and Opportunity Analysis of Tesla Motors Inc. Marketing Strategy and Business Ethics Study

Winning the Top 500 World Brands in 2018, Tesla is working hard to cover a variety of categories including high-end sports cars and luxury cars. As a leader in the "new car movement", Tesla from Silicon Valley is committed to building cars with IT concepts, and it is not a traditional car manufacturer's thinking represented by Detroit. This paper undertakes a full marketing audit to evaluate Tesla’s strengths, weaknesses, opportunities and threats to many other car manufacturers using PEST, SWOT and USP models. Based on the above issues, the business process of external supply chain management is proposed: information-technology outreach, upstream management of docking, overall coordination and co-existence, and analysis of node elements and evaluation schemes are feasible. Besides, the recent accidents regarding the brake caliper bolts failure, battery charging, and pilot driving are also mentioned in this review. Corresponding recommendations are also provided for the improvement of moral images in the end.

ECONOMIC AND MATHEMATICAL MODELING AND INFORMATION TECHNOLOGIES IN MARKETING AUDIT

The article is devoted to determining the role of economic and mathematical modeling and information technologies in conducting a marketing audit. The importance of a relatively new direction in marketing science – marketing audit – is emphasized. The main areas and directions of its implementation, in particular the audit of marketing environment, strategy, systems, products, as well as marketing functions – goods, prices, advertising, sales promotion, product promotion, sales staff – are identified. Emphasis is placed on key methods of marketing audit, in particular general scientific, general economic, marketing ones, and the directions of their use are determined. The importance of mathematical and statistical methods in making management decisions and solving marketing problems is noted. The main methods that play a key role in solving the tasks of marketing audit, in particular correlation-regression, dispersion, variational, discriminant, factor, cluster analysis methods, are named. It is noted that balance sheet, optimization, network planning methods, inventory management models, demand and consumption modeling, queuing theory, game theory, decision making in the conditions of uncertainty and risk are the main economic and mathematical models in marketing.
 It is emphasized that information technologies are a key tool in conducting a marketing audit. Modern capabilities of computer technology create the conditions for accurate, high-quality, timely information and provide its high-quality, scientifically sound processing. It is noted that information technologies provide the development and implementation of management decisions. It is substantiated that with the help of information technologies the access of audit specialists to the data and knowledge bases necessary for the analysis, as well as for the implementation of economic and mathematical models, without which it is impossible to imagine a modern marketing audit, is open. It is stated that information technologies have also become a key means of communication, transmission of information, holding operational business meetings and conferences.

AUDIT OF MARKETING RISKS BY MEANS OF INFORMATION TECHNOLOGIES

The article is devoted to the issues of audit of marketing risks by means of information technologies. It is noted that current trends in economic development have led to more frequent vulnerability of enterprises to risks. Therefore, it becomes relevant to study its marketing environment and identify and predict marketing risks. The completeness, accuracy and timelines of such an analysis plays a decisive role in management decisions. It is shown that at the present stage the role of marketing audit in anticipating, assessing and preventing marketing risks is increasing. It is emphasized that the company should perceive risk as a strategic factor in the effectiveness of management, which requires a comprehensive approach to the most objective forecasting of future risks, rather than responding to them in fact. It is indicated that the main marketing risks are unclaimed products, the risk of inefficiency of the pricing policy of the enterprise, the risk of non-compliance of product quality with consumer requirements, the risk of inefficiency of the sales system at the enterprise. Emphasis is placed on risk factors that need to be analyzed in the audit of marketing risks. The criteria of marketing risk audit are considered. The process of audit management of marketing risks of the enterprise is investigated and the stages of it’s carrying out are substantiated.It is emphasized that an important means of conducting an audit of marketing risks is information technology, the integration of which into marketing research helps to optimize management processes and increase marketing opportunities. It is substantiated that with the help of information technology the access of audit specialists to the data and knowledge bases necessary for the analysis, as well as for the implementation of economic and mathematical models, without which it is impossible to imagine a modern marketing audit. It is stated that information technologies have also become a key means of communication, information transfer, holding operational business meetings and conferences.

E-Marketing Audit sebagai Tools Pengendalian Usaha pada UKM di Kota Malang

This study aims to: 1) design an information system related to marketing audits, especially marketing functions in the form of an E-Marketing Audit model design based on conceptual studies and empirical exploration, 2) develop a web-based information system, and 3) apply the E-Marketing Audit model for SMEs Malang City. This study uses a qualitative research methods. Qualitative research is conducted to define the need for marketing audits using depth in interviews to enrich the development of conceptual models and applicable systems. While system development uses the waterfall SDLC model development method. This method is a sequential or sequential approach to the software life flow starting from analysis, design, coding, testing and implementation. The object of research is an SME in Malang City, observation activities are conducted on 20 SMEs in Malang City and depth interview is conducted with 3 SMEs who represent the characteristics needed in this research. This activity is aimed at elaborating on the need for the formation of a model as a basis for designing an applicable model of E-Marketing audit for SMEs in Malang. The results obtained are in the form of a web-based marketing audit system that is ready to be used by prospective users (SMEs). The resulting marketing audit system features recording product sales, recording of production costs and product price variations, recording sales channels (if an SME uses more than 1 distribution channel), auditing promotional activities by connecting the system to social media and measuring its impact. https://doi.org/10.26905/jmdk.v8i2.5097

Маркетинговий аудит: сутність та механізм реалізації

The aim of the article. Marketing has long ceased to be a stimulating sales force, becoming the flagship of the company's course to meet the needs of the target audience. Many companies are aware of the urgent need to periodically review the status of their marketing operations to ensure proper management and, as a result, to remain competitive and achieve their goals. Fewer companies approach the step of control in marketing, not paying the necessary attention and not realizing the complexity of the process, especially in times of economic and social crisis. Today, more and more companies are realizing the need not only for a crisis audit of marketing operations, but also for a marketing audit. The purpose of the research is to study in practice the marketing audit implementation specifics in conditions of anti - crisis enterprise management and the necessity to improve business efficiency. To achieve the stated purpose goal, it is required to solve a number of tasks, in particular: to investigate the existing methodological toolkit of enterprise’ marketing policy and strategy effectiveness assessment; analyze the disadvantages and advantages of existing toolkit; provide the suggestions regarding marketing audit conducting and application of its results in the conditions of the anti-crisis enterprise management concept implementing (on the example of Ukrainian enterprises and international groups of companies). The results of the analyses. The implementation of the tasks set before the study allowed to obtain the following results: the existing methodological tools are analysed and the possibilities of its application in the work of the auditor during the marketing audit are determined; it is proved that the efficiency of the enterprise is a complex task, which consists not only of analysing the reserves of profitability, but also of analysing the effectiveness of marketing strategy of the company, entering new products and new products. Current practice shows that the following mandatory elements must be observed: marketing audit should be comprehensive. The audit should cover all areas of marketing, not just those areas where the problem is already perceived, or those areas where the team knows that they are superior. A holistic audit is the best way to unlock opportunities and can identify previously unknown reserves for profitability growth; marketing audit should be systematic. Order and efficiency are key elements of a successful marketing audit. In order to prevent gaps, it is necessary to take into account the characteristics of each environment, principles, strategies and activities of each structural element of the organization to be audited; marketing audit should be regular and periodic. Conclusions and perspectives for further research. During the study, the goal was achieved and the mechanism of marketing audit at the enterprise was determined through the establishment of step-by-step instructions with examples (Ukrainian and international companies). The study allowed to identify and justify the feasibility of further research and research in such areas as the industry specifics of the application of marketing audit tools; expediency of development of methodical documents on carrying out marketing audit and features of the organization of marketing audit at the enterprise (development of internal organizational and administrative documents). Key words: marketing audit, efficiency of the enterprise, filter model, marketing organization, competitive environment

Turismo y gestión de marketing. Análisis comparativo entre parques y estaciones de esquí

El turismo de montaña, que incluye estaciones de esquí y áreas naturales protegidas, ha de buscar un equilibrio entre satisfacer las necesidades de los visitantes y el respeto al medio ambiente. En dicha búsqueda, el marketing puede desempeñar un importante papel. Este trabajo trata de responder a la falta de estudios sobre la aplicación del marketing en las actividades de turismo de montaña y, en particular, en la comunicación en redes sociales comparando la aplicación y la percepción que se tiene del marketing en las estaciones de esquí con los parques naturales y nacionales. Para ello se ha realizado una auditoría de marketing preguntando a directivos y técnicos de unos y otros y se han analizado 26 indicadores de redes sociales (Twitter y Facebook). Las estaciones de esquí presentan un mayor enfoque al marketing salvo en aspectos relativos al impacto ambiental. Los resultados muestran la diferente sensibilidad y los aspectos donde hay mayor divergencia, distinguiendo por el grado de importancia como por el grado de adecuación que se les otorga mediante la matriz de importancia-adecuación. También es mayor el dinamismo en redes sociales de las estaciones de esquí.

The Various Models of Marketing Audit

Abstract This paper examines the problem of marketing control. The goal of the article is a scientific reflection on the model presentation of marketing audit. Review of the marketing literature on marketing audit presents various conceptual, structural or process models. Yet, these proposals did not play a role significant enough so that auditing would become a widely used marketing control tool. That is why, author presents an outline of the proprietary marketing audit model which (in conceptual and semantic approach), thanks to specifying the strategic nature of this control tool, can stimulate its popularization in marketing management practice. The conceptual model presents in an descriptive and graphic form the audit architecture, endogenous conditions (orientation, excellence, strategy, tactical and operational control), components of the audit activities and the planes of the assessment being carried out. The semantic model defines marketing audit as a logical and resulting system, which, by using the possibilities offered by specific control methods, allows for comprehensive, structured, regular, objective, independent and professional contextual assessment (preparation and implementation of marketing strategies). These models are a stimulus for discussion and further search for optimal ways of marketing control, both on a methodological and pragmatic level.

Audit Pemasaran Dan Pengembangan Usaha Mikro, Kecil dan Menengah Di Dusun Koloh Berora Kabupaten Lombok Utara

A marketing audit is needed to facilitate business owners who have difficulty developing business activities in the Koloh Berora hamlet. This effort was made to change the traditional marketing concept of business owners who are only oriented towards passive marketing. Passive marketing is characterized by the lack of business from the owners of various types of businesses in the village of Koloh Berora to recognize consumers. Most businesses actually run just because they join in. A simple marketing audit effort is carried out through various method for example: focus group discussion, best practice, and brainstorming to observe what products consumers like, the simple thing is to keep evidence of frequent order records. This inventory inventory effort is expected to help business owners to better identify their customers. Discipline in recording or archiving stock books is an important key to the success of the marketing audit. Further business development can be identified if the business owners have a high commitment to continue the marketing audit process itself.