Applications Of Marketing Audit In The Real Estate Industry

Marketing audit was introduced in the field of marketing in1959. After years of audit practice, it has become an important part of the marketing management and business strategic control. With the economic situation changes and the intensity of competition in the market continued to strengthen, the cost of corporate marketing and marketing theory does not seem proportional to the development of the rich, but caused a staggering waste of resources, this situation is not perfect, especially in our modern enterprise system environment which is particularly prominent. In order to improve the situation of marketing failures, while adapting to the deputy theory of the modern enterprise system, the practical needs of the marketing audit in the1990s was slowly introduced into China. As an important means of marketing control and management, it will help improve marketing performance and marketing resources conservation, it will help companies avoid marketing risks and adapt to external environmental changes.Marketing audit is a cross-discipline which is related marketing, accounting and auditing,which make up the shortfall of a simple marketing management consulting diagnosis of "non-continuous, qualitative " and the financial audit of the "ex post compliance audit", it is a continuous, regular management control activities. This paper describes the theoretical basis and research background of the marketing audit (why); then detailed the content and implementation procedures of marketing audit (what-how); while taking an analysis on different aspects of the marketing activities in real estate value chain, the paper takes "ZLDC" real estate as an example to describe of the marketing audit in the application of commercial and residential real estate practice (application); finally,we make a summary of experience and shortage about the marketing audit on the commercial and residential real estate, which based on this two times of marketing audit cases (reference).About procedures and methods of marketing audit in this paper, it introduces a set of methods of internal controls newly to prevent the risk and improve management, such as risk control matrix, etc., which will work effectively with some reference in the same industry and other sectors of the marketing audit.