Industrial Marketing Audit In Automobile Part Manufactures Companies of BAHMAN Group

Abstract

Measured familiarity with markets and various scientific capabilities and shortcomings of each enterprise, requiring periodic and ongoing studies of its function is the Board. Without these studies, the possibility of improving the performance of a firm will not be there. Tools to implement this important and sensitive process, is marketing audit that is a broad and comprehensive research on the status of all sectors and activities in firm. In the light of Marketing audit, can be understood the company is located in what position and how it can move towards excellence and achievement. This study evaluates the status of Automobile Part Manufactures Companies of Bahman Group. This research is an applied research that is descriptive and survey research. This study use judgement sampling that with senior managers ideas of these companies, 29 managers of these companies were interviewed. Questionnaire data analysis results show that these companies do not have a good marketing condition, and their marketing approach is more traditional rather than scientific and systematic.

Keywords

• Industrial Marketing
• Marketing Audit
• Marketing Environment
• Marketing mix
• marketing strategy