The Heritage Bank is unaware of all the many tools available that will let marketers examine a firm's processes and identify potential areas for improvement. This firm wants to examine all of its goals, strategies and structure, to ensure it's on the right track and doing things well. The Heritage Bank has hired you as an outside consultant to recommend a plan of action. What do you suggest and why?
What will be an ideal response?
The broadest control device available to marketing management is the marketing audit. A marketing audit is a thorough, systematic, periodic evaluation of the goals, strategies, structure, and performance of the marketing organization. This would address all of the issues this firm wants more information about.
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