JENNILYN P TALAVERA-NOPUETO MD

• Enumerate and discuss the components of the marketing audit.

1. Environment – focuses on the external factors that may affect the organization.
This takes into consideration the behavior and attitude of the hospital client’s
demographic. This also includes the competitor’s status and their current appeal
to the consumers.
2. Strategy – do our current strategy work? In this part of the audit, we re-evaluate
how we identify with our organization and if its values or still aligned with our
current strategic plan. We also try to check if we need to change the trajectory
of our strategy depending on the current data that we have.
3. Organization – in this part of the audit, we evaluate if we have the correct
people on their rightful positions. We re-evaluate if the chain of command is
clear and effective.
4. Systems – focus on the current systems being used and their effectivity in
producing the desired results.
5. Productivity – sees to it that resources were allocated properly to produce
maximal output.
6. Facilities and Resources – checks the current status of the organization’s facilities
and assess if they need to be replaced, maintained, or if acquisition of additional
resources is necessary.

• Who should conduct the marketing audit?

The most efficient way to conduct an audit is to create an audit task force
preferably composed of staff from different units or tier.