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SECTION I

8-Point Marketing Audit


                              Table of Contents - Section I


                          Introduction
                          1. Competition
                          2. Copy/Communications
                          3. Customer                                           4. Image
              I-8    not in shareware ver.  5. Market
   not in shareware ver.  6. Product
   not in shareware ver.  7. Sales
   not in shareware ver.  8. Staff

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Introduction


Marketing interacts with every facet of your
business. A marketing audit must therefore delve
into the recesses of your business. On each of the
next 8+ pages some facet of your business is
addressed and issues and questions relating it to
marketing are raised. There is no way all the
questions appropriate to your company can be
listed. Instead, the questions are intended to get
you thinking in the right direction. You're the one
who will have to ask the right questions as well as
provide the answers. If you don't have an answer,
then that's a weakness the audit has discovered.
Perhaps a telephone survey (i.e. market research)
will provide the missing information.


Unlike most other market auditing books you may
have seen, I'm not going to insult your intelligence
with some sort of scoring system to the questions.
Marketing isn't a true-false kind of thing. You have
to be your own judge, jury, and (if necessary)
executioner. All I can do is prompt you into thinking.
I can't, and won't, do your thinking for you.


I've not put the eight business/audit topics into
any kind of significant order. I didn't want you to
get the impression that any one is more important
than any other. It's really the sum of the parts that
count and not so much the individual pieces. For
those of you who can't leave well enough alone,
notice the 8 points are actually in alphabetical
order.


The format in this section is simple. On each page is
one of the 8 audit topics and a set of related,
thought provoking questions. Instead of just
writing down actual answers, I suggest you work
your way through the questions out loud. When
you're done brainstorming write down a TO-DO list of
things that could be initiated to improve your
marketing.

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