Question

John recently launched a marketing program to increase revenues for his dog grooming business. it has been 3 months since the program was initiated. john has increased his direct mail advertising and tv advertising but has not seen any improvement in sales. what might john want to do to find out what has gone wrong with his plan?

Answer 1

John has to do the Marketing Audit.

Marketing Audit is a process of thoroughly reviewing the marketing plan, objectives, strategies and the current situation of your business. The objective of taking out this audit is to examine the current situation of the Marketing Program that was been initiated. This audit helps in reviewing what is going right and what is going wrong.

So by doing the Marketing Audit, John would be able to analyze why his sales have not reached the predicted level yet.

Answer 2

In order to find out what has gone wrong with his plan John can conduct a marketing audit, which is a comprehensive, unbiased, periodic review of the strategic marketing process of a firm. John has already measured some of his results, so the next step in the control phase is to do a qualitative examination of his entire marketing strategy or a marketing audit.