4. What is a marketing review?
First steps
Simplicity is the key. Treat each section like a mini assignment, put it in your diary, assemble the team,
brief them and assign parts of the audit to each member. As you do each section you will feel a sense of
achievement which will motivate you to complete all of the other stages.
How to use this workbook
The book is set up in sections with a set of questions designed to ignite your thought processes, there will
be other questions that you will come up and in each section there is a space in the workbook to write your
answers.
Your answer
Copyright jacquimalpass.com :: Marketing Audit :: Page 4 of 80 Pages :: December 2010 v2.0 :: Jacqui@jacquimalpass.com
24. How to Profile your customers
Consumer
Demographics Behavioural Geographic Psychological Financial Reasons to buy Other
Age When do they buy Where are they? Social class How they pay Price Do they use
Gender How often do they Lifestyle Disposable income Quality technology?
Occupation buy? Attitudes Brand name recognition How long can you
Income How much do they Interests Customer service expect to keep the
spend Needs & wants Variety of services customer
Why do they buy? Discounts and sales Social Media fans?
(Quality, service, Attractiveness of packaging
guarantees, price, Convenience of
choice) product/service use
Guarantees/Warranties
Technical support
Flexible payment terms
Financing
Copyright jacquimalpass.com :: Marketing Audit :: Page 24 of 80 Pages :: December 2010 v2.0 :: Jacqui@jacquimalpass.com
30. Do you spend the majority of your time supporting your best customers? Which ones?
Which if any customers you should sack?
What is the right mix of products or services for those customers with the greatest buying power?
What do you like most about your customers?
What do your customers like most about you?
What do you each dislike about each other?
Your answer
Working with your customers
How do you deal with your customers
Action Things to consider
Initial contact How are telephone, fax, e-mail, mail enquiries
dealt with?
What impression does the customer get of your
organisation?
How fast and efficiently is any enquiry deal with?
Negotiation How do you make sure you understand what the
customer really wants?
How do you handle price negotiations?
Are you flexible enough to meet their delivery
requirements?
Supply and delivery Do you supply or deliver when and where you said
you would?
Do your drivers or logistics company maintain the
image of your company?
How do you know if the customer is satisfied?
Complaints Is the complaints process customer-friendly
Can the people handling the complaint take
immediate action?
Does the customer go away happy - how do you
Copyright jacquimalpass.com :: Marketing Audit :: Page 30 of 80 Pages :: December 2010 v2.0 :: Jacqui@jacquimalpass.com
41. What are the features, benefits and USP’s (unique selling points) of each product ?
Your answer
Products/services Features Benefits (Which means that) What makes it different?
Copyright jacquimalpass.com :: Marketing Audit :: Page 41 of 80 Pages :: December 2010 v2.0 :: Jacqui@jacquimalpass.com
42. What after sales /warranty do you offer?
Your answer
Product/Service After sales service/warranty
Summary
Product / service Core (Benefits) Actual Augmented
Copyright jacquimalpass.com :: Marketing Audit :: Page 42 of 80 Pages :: December 2010 v2.0 :: Jacqui@jacquimalpass.com