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  1. #1
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    07.04.2006
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    Question Маркетинговый аудит в компании

    Всем доброго дня суток!!!

    Хотел у ВАС ВСЕХ спросить о такой штуке, как МАРКЕТИНГОВЫЙ АУДИТ в компании, может кто уже такое проделывал??? У меня примерно структура есть, но хотелось бы уточнить: какие инструменты лучше использовать для той или иной оценки. Работаю в автомобильной компании, может кто-нибудь из коллег уже занимался таким.

    Буду признателен за предоставление общего плана по маркетинговому аудиту компании, а если есть более развернутый, то я вообще буду на седьмом небе.

    Всем огромное спасибо.

  2. #2

    Post Простите, но только английский

    Brand identity audits

    Country:
    Company:
    General Manager:



    Brand:




    This audit was made by ………………………………………………………………………

    Date: ……………… Place: ………………………………………………………………….

    This instruction is made to ensure that the /company name/ protects its brands and use them consistent and persistent in all internal and external communications.
    A. The audit should be made regularly in each company in the /company/.
    Exception, if the company score recorded at any audit is seven “yes” or below, the audit should be repeated within six months.

    B. To make the audit, the auditor needs access to the brand identity manual for the brand used by the company.
    C. The audit should be made in the presence of the General Manager who is the person responsible for secure the brand asset, or person assigned by him/her.


    Audit points: Check

    Yes
    No
    Remark

    1
    Brand identity manual:
    If available in the General Managers office, or found on his/her computer



    2
    Business card:
    If the General Manager’s card follow the rules



    3
    Latest advertisement:
    If it follows the rules



    4
    Latest leaflet: If it follows the rules.



    5
    Latest produced poster/flyer:
    If it follows the rules



    6
    Latest CD/DVD:
    If the logotype is placed in accordance to rules



    7
    Latest sales promotion item:
    If it follows the guidelines



    8
    Salary statement:
    If the logotype is used in accordance to the rules



    9
    Latest job posting:
    If it follows the guidelines



    10
    Latest service car/van purchased:
    If it follows the rules



    11
    Web site:
    If web pages produced follows the rules



    12
    Buildings:
    If the valid logotype is used




    Total:






    Other comments (business cards, distributors’ web sites, etc.):

  3. #3

    Exclamation

    Brand Identity Audit - Any Brand
    This instruction is made to ensure that the /company/ protects its brands as the assets they are, and use them consistent and persistent in all internal and external communications.
    A. The audit should be made regularly in each company in the /company/.
    Exception, if the company score recorded at any audit is seven “yes” or below, the audit should be repeated within six months.
    B. To make the audit, the auditor needs access to the brand identity manual for the brand used by the company.
    C. The audit should be made in the presence of the General Manager, who is the person responsible for securing the brand asset,
    or person assigned by him/her.

    Who should make the audit?
    The audit is part of any internal audit. It could also be made by any communications professional during a visit to a company or an a need basis. Should an audit be made remotely, photos, leaflets and cuttings from media should be enclosed to the audit document.
    What should I do with the audit report?
    Besides publishing the report in the Internal audits database, one copy should be sent to the Communications Manager at the division, which the company is belonging to.
    Note: All non-/company/ brands should comply to the familily branding structure and state "A company within the /company/ Group" an all internal and external communication material. This is included in the instructions that applies to each brand.

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