Marketing Audit Evaluation Practice Research-based On A Garment Group

Marketing audit is a systematic, objective, comprehensive and independentmethod. It can be used to evaluate and control the marketing performance. It helpsmanagers to understand the status of each part of the job of the enterprise marketingorganization and contributions they did to achieve business objectives. Its mainpurpose is to identify the low utilization rate of marketing resources. Put forward theproposal to help enterprises more effective use of these resources. After the reformand opening up, the marketing audit gradually was introduced into China. Scholarsbegan to introduce the marketing audit. And now they try to put forward somesophisticated statistical methods combined with marketing audit..Study aboutmarketing audit practice, however, is little. In this context, this article summarizes thepredecessors’ experience, analyzes the characteristics of the enterprise audit projectsfocus on past and, puts forward the marketing audit indexes by reading a largenumber of documents, interviewing front line auditors and in combination with thepractical situation of A garment group. This article talks about marketing environmentaudit, marketing organization audit, marketing productivity audit and marketingfunction audits in detail. We use fuzzy mathematics tools to achieve a evaluationindex system of marketing auditing. We also apply evaluation index into A garmentgroup to increase the index’s operability. Finally we hope it can promote thedevelopment of Chinese marketing auditing theory.