Performing a marketing audit helps you coordinate the six elements of your marketing mix. In each section, initial questions ask for a description of the element while later questions help you decide if this element is directed toward increasing demand. As you answer these questions, note information or adjustments you need to make, and features or benefits you should promote.
Product | |||
| What are the services you offer? What, if anything, makes these services difficult to understand or use? Are these services of high enough quality? Do they meet a specific public need? | Additional information needed: Adjustments needed: Service features to promote: | ||
Populations | |||
| List each of your major services and all your target populations in the boxes below. (Mark with a check the populations with the greatest need for each service. Indicate the service benefits those populations value the most.) | Additional information needed: Adjustments needed: Benefits to target populations to promote: | ||
| Service | Populations | Valued Service Benefits | |
| Do you serve the appropriate populations for your services? Do you understand what benefits you provide your populations from their perspective? | |||
Price | |||
| What do you want your populations to give you: money, in-kind payment, other resources, cooperation? How much do you charge each of your populations? (Consider fees and time required for services.) Could you ask some of your populations to pay more without reducing demand? Do your populations consider your prices too high, too low, or reasonable? | Additional information needed: Adjustments needed: Features about price to promote: | ||
Place | |||
| Do you bring your services to your populations or do they come to you? What physical and emotional barriers reduce access to your services? Overall, are your services as accessible as they could be to your populations? | Additional information needed: Adjustments needed: Features about accessibility to promote: | ||
| Production | |||
| Can you effectively meet the current demand? (Consider if current physical space, staff, and inventory allow your organization to function smoothly enough to deliver services to all your clients.)
How much demand could you handle with these current resources?
Can you effectively meet the demand projected in your marketing goals?
| Additional information needed: Adjustments needed: Features about capacity to promote:
| ||
Promotion | |||
| What promotional techniques do you use? (Note what messages they carry to your populations and whether they are effective.) | Additional information needed: Adjustments needed: Promotion ideas: | ||
Technique | Message | Effective or Not? | |
| Do you use techniques that effectively motivate your populations to use your services? | |||
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