Setting/Developing Marketing Capability - Essay Example

Comments (0) Cite this document
Setting/Developing Marketing Capability Table of Contents Introduction 4 Critical review of key literature 5 Marketing Audit: An introduction 5 Marketing Audit Process 5 Objective setting and scope 5 Gathering the Data and Analysis 6 Project Report Preparation 6 Marketing Environment analysis 6 7 External Environmental Factors 7 Internal Environmental Factors 8 Electronic Marketing and Data mining 8 Corporate Social Responsibility 9 Illustrative examples 10 Marketing Audit of Parks department 10 Macro Environment Analysis 10 Micro Environment analysis through SWOT 11 Marketing objectives and Targets 11 Objectives 11 Targets 12 Recommended Marketing strategy based on marketing mix 12 Product/S…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.7% of users find it useful
Setting/Developing Marketing Capability
Read TextPreview

Extract of sample "Setting/Developing Marketing Capability"

Download file to see previous pages Marketing audit can be described as comprehensive, systematic and independent approach that can help the managers towards the achievement of organizational objectives. A study on marketing audit would provide some in-depth insights to the perception of the management towards the probable benefits of a marketing audit. Marketing audit allows the managers to find out the problem and makes the marketers understand as to what exactly the organization is trying to achieve. Overall marketing audit makes strong contribution to increase the overall ROI of company. The present study looks to analyze the various components of an ideal marketing audit system which includes external and internal analysis, contribution of the marketing audit towards the understanding of the business environments; the study also shows practical implications of marketing audit system to understand as to how an organization can adapt to the changing business environment and improve overall marketing activities to achieve the desired marketing objectives. Various theoretical and analytic models relevant to the overall marketing audit system of organization such as the PEST analysis, SWOT analysis, Marketing mix strategy has been used to ensure that the study is in depth and analytical nature (Henry, 2008, p. 89). Critical review of key literature Marketing Audit: An introduction Marketing audit is usually an accepted method of evaluation and have treated mainly as a control mechanism of the marketing activities of a company. Kotler defined marketing audit as a self administered method to indentify and improve the utilization of marketing resources. Marketing audit makes a marketer understand a product or a service a lot better; Marketing audit helps a marketer to understand the objective of the overall marketing program; It helps a marketer to adapt to different situations; Marketing audit uncovers the hidden inefficiencies and most importantly marketing audit helps the marketers to assess the gap between the planned and actual results (Kolb, 2008, p. 92). Marketing Audit Process Marketing audit usually is a three step process as shown in the figure Objective setting and scope The first step usually includes a meeting between the officers and an auditor. The auditor selected is usually an external and independent company to get a more in depth and yet independent view. If the officers are company management team is convinced about the proposed benefits of the marketing audit then the audit team has to get into an agreement regarding the objectives, coverage, depth, data sources and time period of the audit (Brown, 2009, p. 209). Gathering the Data and Analysis This happens to be one of the most important phases. Majority of the time of the auditor is spent on the collection of data. It may look like that auditor is single person, but actually marketing audit as mentioned before is conducted by a team or an organization. Once the data is collected the data are to be analyzed by the marketing aud ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Setting/Developing Marketing Capability Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Setting/Developing Marketing Capability Essay Example | Topics and Well Written Essays - 2000 words. Retrieved from
(Setting/Developing Marketing Capability Essay Example | Topics and Well Written Essays - 2000 Words)
Setting/Developing Marketing Capability Essay Example | Topics and Well Written Essays - 2000 Words.
“Setting/Developing Marketing Capability Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Setting/Developing Marketing Capability

Manging Capability

...? Managing Capability: MENA Telecom Word Count: 3,329 Aims & Objectives The aim and objective d herein is that MENA Telecom is a Bahrain telecommunications company that was founded in the Internet age. As such, with its variety of various services offered—including residential, business, online services, and support—MENA Telecom is fast becoming an entity to be contended with in the Bahrain’s telecommunication industry. Having partnered with Motorola technologies, MENA Telecom effectively is hoping to dominate the telecommunications market with a focus on customer support, reliable service, and affordable rates, and has developed a significant relationship with China, China having started...
13 Pages(3250 words)Essay

Managing capability

...of the individual development and learning phases. In addition, Pickett (1998) affirms that in today set ups, managers, must recognize the core competencies of their organization. This act will guarantee the ample and suitable corresponding between the organizational and the personal or managerial competencies. (Pickett, 111) Khandwalla (2004) research results summarize management capability which has been extremely oriented in successful managers in various organizations throughout the world. The core competencies appear to be goodwill promoting" (p.12). Trustworthiness has a great effect on the capability to earn esteem which eventually helps to activate insufficient...
12 Pages(3000 words)Essay

Developing Marketing Capability

...? Developing Marketing Capability Developing Marketing Capability Introduction Marketing has become a very essential element of any business as it acts as the path between the company and its customers. With the change in corporate trends and environment, the need for reaching the customers and presenting company’s product has grown substantially. In this way, the need is of having an effective marketing function. This requires a strategic approach from organizations to devise a strong and sustaining marketing function. This study is going to evaluate of how organizations work on structuring marketing function. What are their approaches, challenges, needs and ambitions to structure a marketing function The aim is to identify... of...
8 Pages(2000 words)Essay

Setting/Developing Marketing Capability

...? Setting and Developing Marketing Capability Contents Critical Review of Key Literature 3 Illustrative Examples 7 Implications for Practice 8 Introduction Marketing capabilities define organizational success and its ability to retain customers over a longer period of time. Consumers drive business strategies and successful enterprises. A well-researched marketing approach can help businesses in launching new products and expanding into new market regions successfully through a deeper and improved understanding of the existing operating environment. A primary understanding of operating...
8 Pages(2000 words)Essay

Developing Management Capability

...Developing Management Capability As a whole, the presentation given was ineffective because most of its parts were not delivered in a persuasive manner, as follows: a) Starting your talk by saying, "Good morning, Ladies and Gentlemen, I will briefly tell you what I'm going to talk about this morning by giving you an outline of my speech. First of all" is ineffective. Such boring choices of words fail to capture the attention of the listeners. Instead of starting your talk by providing your listeners an outline of your speech, focus instead on presenting one interesting idea after another so that they will be eager to hear more. Listeners generally decide during the first minutes of the speaker's presentation whether... solid...
6 Pages(1500 words)Speech or Presentation

Developing Management Capability Book Report/Review

...Developing Management Capability Introduction The speech provided from which the extract is taken is aimed at providing a marketing approach to the video rental industry. The purpose of the speech is to convince the management to take the course of doing an international marketing of the video rental services, specifically in Europe. In order to do this successfully, needed data has been presented. The appropriateness of the data along with the relevance of the points indicated in the extract will be analyzed in the course of this paper and presented below. The talk has to reflect the targeted idea and should lead to the required conclusion that the speaker would like to...
6 Pages(1500 words)Book Report/Review

Building and Managing Capability for Marketing Innovation

...quo - without changing things just for the sake of change.The capability to innovate and differentiate is a key success factor allowing leading companies to strive in the very competitive global textile and fashion environment. Too often, when thinking about innovation in fashion, much of the emphasis is directed towards the creative side. In reality, more often, once a specific marketing positioning is chosen, it is the complexity of manufacturing, supply chain management and servicing innovation that really differentiate winners. To create new ideas requires imaginative thinking. To apply those ideas requires a winning knowledge-oriented organization combined with a properly structured industrial...
12 Pages(3000 words)Essay

HRM Developing Cross-cultural Capability

...Topics: HRM Developing Cross-Cultural Capability Order: 165071 Pages: 8 Deadline: 2007-05-04 01:27 Language Style: English UK Style: APA Table of Content Executive Summary 3 Objective of paper 3 Research Methodology 3 Comparative country cultural profile 3 Identification of two main differences in management style 8 Evaluation 12 References 14 Bibliography 15 Executive Summary In this assignment, there is discussion regarding the cultural differences of Britain and India. Different aspects of cross culture are discussed. There is discussion regarding the management style of the organisation. The strength of the culture is also important for merger. At last there is suggestion for the...
8 Pages(2000 words)Essay

Evaluation analysing. developing management capability

...a better version of this extract. Generally, this extract indicates the use of AIDA model to get the attention of the audience by mentioning how much the market for DVDs in the educational sector is lucrative. (Yeshin, 1998). However, other elements such as preparation for presentation i.e. handling of overhead projector etc during the presentation clearly indicates that the presenter has not probably rehearsed his presentation before actually delivering this presentation. This fact also indicates the potential non-verbal behavior of the presenter as setting overhead during the presentation clearly reflects the fact that eye contact must have been lost with the audience. Further, the use of “I” is...
4 Pages(1000 words)Essay

Developing Cross-Cultural Capability

... Developing Cross-Cultural Capability This paper involves a researcher who has assumed the role of an HR head of a UK based company that isplanning to expand its business operations in China, Brazil and Nigeria. Holding the key position of HR head, the researcher was asked by the management board to set forth challenges and opportunities that might be encountered by the organization, while they try to expand in these countries. Thus, the researcher has assessed every possible challenges and opportunities that may escalate as a result of cross-cultural management. In order to identify the challenging and opportunistic factors, the researcher has reviewed various empirical literatures by...
10 Pages(2500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Setting/Developing Marketing Capability for FREE!

Contact Us