Answer the following sections about Starbucks Company in paragraphs
1. Marketing Systems Audit:
a. Marketing Information System: Is the marketing intelligence system producing
accurate, enough, and timely information about marketplace developments with
respect to customers, prospects, distributors and dealers, competitors, suppliers, and
various publics? Are company decision makers asking for enough marketing research,
and are they using the results? Is the firm employing the best methods for market
measurement and sales forecasting?
b. Marketing Planning Systems: Is the marketing planning system well-conceived and
effectively used? Do marketers have decision support systems available? Does the
planning system result in acceptable sales targets and quotas?1
c. Marketing Control System: Are the control procedures adequate to ensure that the
annual plan objectives are being achieved? Does management periodically analyze the
profitability of products, markets, territories, and channels of distribution? Are
marketing costs and productivity periodically examined?
d. New-Product Development System: Is the company well organized to gather, generate,
and screen new-product ideas? Does the company do adequate concept research and
business analysis before investing in new ideas? Does the firm carry out adequate
product and market testing before launching new products?
2. Marketing Productivity Audit
a. Profitability Analysis: What is the profitability of the firm’s different products, markets,
territories, and channels of distribution? Should the company enter, expand, contract,
or withdraw from any business segments?
b. Cost-Effectiveness Analysis: do any marketing activities seem to have excessive costs?
Can cost-reducing steps be taken?
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