Study On Marketing Audit Theory And Evaluation System

The universally accepted marketing audit was defined by Philip Kotler, an authority of International Marketing in 1977, which means that through a systemic-overall, independent and periodical audit on the enterprises' marketing environment, target, strategy, organization and performance, market opportunities and existing problems of the marketing management can be found and then with an improved and effective way of marketing, a proper marketing strategy can be raised, which can highly improve the marketing performance.The marketing audit has nothing to do with the traditional "financial audit" though the two share the same word "audit". From the definition mentioned above, the marketing audit is a comprehensive and macro level audit instead of a partial and micro level one on all the relevant aspects of the enterprises' marketing activities.Since the 1980s, the marketing audit has been used in European and American developed countries and achieved good results and till now it has been a common tool for their companies, for example, General Electric Corporation, 3M Company, the International Telegraph and Telephone Corporation, and many other companies conduct marketing audit regularly. Even though there have been lots of theoretical studies and applications on marketing audit abroad, most of them are limited to qualitative analysis and standard model set-up with computer, which is computerized marketing audit (CMA), but few quantitative analysis.Up to now, our academic community has not introduced the marketing audit systematically. By using the "marketing audit" as the retrieval word to search the national important academic database, journals and website, no more than 30 published articles on the marketing audit can be found, most of which just introduced the basic knowledge according to the discussion in Kotler's "Marketing Management: analysis, planning and control" and "marketing audit has been sophisticated" and hardly considered the domestic situation and only a few preliminary and backward quantitative research were raised, such as management options measure methods by Pengjuan, maximizing deviations methods by Li shaohong and the analytic hierarchy process by Weijun. In 2003, professor Xie Huobao of Wuhan University published a book named "marketing audit study". It researched further on the basic theory of the marketing audit and did not study on the practical applications and quantitative analysis. Therefore, the Chinese know little about the marketing audit and our research just focused on bringing in western concept and methods without study on our situation, not to mention the in-depth quantitative research. In this case, the domestic enterprises poorly understand the marketing audit, not even to make full use of it.After joining in the WTO, our market is more and more open, and the competition has become increasingly fierce. Facing the competition of the foreign enterprises with advanced marketing idea, the domestic enterprises struggled to deal with. Recently, with the outbreak of the international financial crisis, comparing with the foreign enterprises armed with advanced marketing audit ideas and great ability in marketing, our defects and shortcomings undiscovered in the high-development phase exposes gradually. Now it can not be with any delay to meet our requirement for guidance with advanced marketing ideas.In view of these problems, this paper introduces the system theory and game theory into the study of marketing audit and brings about the natural relationships diagram for marketing audit and analyses the resistance problems based on game theory and raises a more effective solution and meth model. Meanwhile, with the in-depth study on the western theory and practice of marketing audit and combination with the actual conditions in China, this paper introduces a more suitable qualitative analysis way and builds the dynamic index system which can be used for quantitative analysis. Then, it also gives some quantitative analysis models on the marketing audit in order to achieve a more precise marketing audit. Finally, the paper proposes a practical marketing tool to improve the performance of the marketing management.The main innovation points of this article are as follows:1. From the theory perspective, this paper introduces the system theory into the research of marketing audit theory and brings about the nature of marketing audit and its relationship diagram of each relevant parties in the enterprise. The nature of the marketing audit is to audit whether the mutual promotion and restrictions among the internal and external benefit-relevant parties of the marketing in the enterprise is at a good and balanced level, and this paper gives suggestions on improvement. The paper also demonstrates the natural relationship diagram of those parties in the marketing audit.2. From the execution perspective, this paper introduces the game theory into the study and analyses the resistance problems in the marketing execution process with game theory, as well as the solutions. At the same lime, the paper proposes random variable sum model based on normal distribution in order to effectively solve the resistance problems in the execution of marketing audit.3. From r.he qualitative analysis perspective, this paper points out the shortcomings in the previous studies at home and abroad and makes some supplements and puts forward better content of the qualitative analysis of the marketing audit.4. From the index system perspective, the paper also builds a set of index system of quantitative analysis of marketing audit.5. From the quantitative analysis perspective, in order to conduct precise quantitative analysis in marketing audit, the paper proposes two advanced new tool models for quantitative analysis, which is Multi-SVM & RS Model and Modified Principal Component Analysis Model.This paper is mainly divided into six parts.The first part introduces the development of the theory and application of marketing audit at home and abroad , including Chapters I and II. The second part theoretically analyzes the nature theory of marketing audit which is not mentioned before. It is the first time to bring forwards the marketing audit natural relationship diagram of the benefit-relevant parties in the enterprise. It is Chapter III.The third part uses the game theory to study the resistance problems in the execution of marketing audit, as well as the more effective solutions and meth model. It is Chapter IV.The fourth part supplements the previous qualitative analysis content on marketing audit with Chinese characteristic and raises a better marketing audit content and builds the dynamic index system of quantitative analysis. It involves Chapters V and VI.The fifth part brings forwards two new quantitative analysis models of marketing audit-related so as to achieve a more precise quantitative calculation on marketing audit. It is Chapter VII.The sixth part concludes the whole paper and lists the relevant references. It involves Chapters VIII and the relevant references.