I realize that, after a company type does not exist, it is very difficult or almost impossible to determine a scheme of an audit I shape, nevertheless I have considered to be suitable to include a series of key questions that will have to be tackled in a referential way, knowing the professional who initiates his work that the following check list will have to be adapted to the sector, market and other variables marketinianas.

4.1. General ambience of the company

• Does he get ready of a coherent and realizable marketing plan?
• Does a person in charge of marketing exist with authority and responsibility?
• Is the high direction inclined to the marketing?
• Are the jobs well definite and there assumes to them targets, responsibilities and enough authority to develop them?
• Is the general climate of the work favorable?
• What is the level of effort to work with a marketing optics?
• Are the remunerations in line with the sector?
• Does an organization manual exist in the company?
• Does the good direction show capacity to the changes of the environment?
• Are the valuation of absenteeism and rotation of personnel normal?
• Does the company know his position?
• Is known the qualitative and quantitative profitability of the different actions in marketing?
• On what department does the attention to the client depend?
• Does a SIM exist?
• Does it know the load of work that covers his current order book?
• Is known the amount and percentage of the returns and unpaid?
• Does exist a high level of control of the different variables of marketing?
• Is the number of persons in charge and managers the indispensable minimum?
• Is the direction qualified to cover satisfactorily the challenge of the market?
• Is known the minimal number that it is necessary to sell to cover expenses?
• Do the current control systems turn out to be suitable?
• Is had a historical one of the company of his last three and/or five years?
• Is the information focused on the viability study?

4.2. Markets investigation

• Are investigated permanently the needs of our objective public?
• Does one know in depth to the competition?
• Do they follow and analyze the tendencies of the market?
• Comparative studies are done: markets, products, services, prices...?
• Is analyzed the aftereffect of the technological advances?
• Is the production planned based on the demands of the market?
• Are studies or reports of market realized of regular form?
• Do they think and value the contributions that the personnel realizes be which be his category?
• Are the different segments of the market known?
• Can the political changes affect to our strategy?

4.3. Product and price

• Does a logical process exist in the renewal of the portfolio of products?
• Does a department of I+D+i exist?
• Do we know in what stage is our scale?
• Is every line obtaining his targets?
• In the company is there a person in charge with full powers on every products line?
• Will it owe the products line to expand or to diminish?
• Does the company realize test of products and market before throwing them?
• To compete successfully in the sector, are needed strong technological, commercial and human investments?
• Is one provided with a machinery in the good state and technological level?
• Does good coordination exist between the departments of production, distribution and sales?
• Have the maximum production levels been reached?
• Are the products of the company provided with any extra cost on the competition?
• Do the clients know the possible advantages of the products of the company?
• Do we have measured standard to control the quality level in the manufacture of the product?
• Does decide the replacement of not profitable products, based on a marketing politics?
• Is any incentive system had implanted to the quality?
• Are the prices of periodic form checked? One considers to the competition and to the market for it?
• Is the cost of minimal order known so that it should turn out to be profitable?
• How does the client value the price?

4.4. Market and distribution channels

• To satisfy the demands of the market: one counts at the level of suitable stock?
• The logistics department: does it act of coordinated and dynamic form in buys, TV/radio commercial and production?
• Is checked the suitability of the channels of systematical form?
• Is studied the possibility of entering new channels?
• Are the distribution costs known by channel and type of client?
• Are supported the markets that are not profitable? Why?
• Is the cost of the freightages valued for his measured joust?
• What is more interesting from the commercial and economic point of view, to have proper or foreign distributors?
• Does one handle the concept of minimal order?
• The expenses of storage and/or transport: do they grow more quickly than the sales?
• Are analyzed the motives of return of the orders?
• Are analyzed the motives of the clients' loss?
• To the most important clients: is a pursuit made individualized to them?

4.5. Integral communication

• Does a manual of corporate identity exist?
• Does exist a person in charge and a politics that there coordinate the different advertizing campaigns, promotion, public relations, communication, patronage, etc.?
• Does a system of internal communication exist in the company?
• What is the position of our company in the searchers?
• Do the clients and providers identify easily our company and our products?
• Is the investment in means realized based on the professional or personal criteria?
• Do we know the image that has of the company our competition?
• Can we go out regularly in the mass media?
• Are the different budgets adapted to the different hardware of the communication?
• What importance is given to the direct marketing?
• Do we know the image that has the market of our company and our products?
• In the different communication campaigns are we imaginative or conservative?

4.6. Commercial organization

• Does good communication exist between the departments of TV/radio commercial and marketing?
• Is a targets forecast realized by areas and products?
• The percentage is known on the volume of sales that it represents: every product, every delegation, every seller, every client, every channel...?
• Do manage the ratios of new and lost clients?
• Are distributed and awarded the areas and routes of logical and rational form?
• Does a sales manual exist?
• Are the sale tariffs checked regularly? And the information catalogs?
• Is it known how are his prices opposite to the competition? And the margins?
• Is had the historical one of last five years?
• Are born in mind the delivery times that more the clients are interested in?
• Does the clients' chapter of doubtful cashing have controlled good?
• Do the persons in charge of the department have regular meetings with the sales force?
• Does he get ready of a picture of monthly control with the evolution of the key variables (sales, products, promotions, profitability, etc.)?
• Is the growth of our company and his products bigger than that of the average of the sector?
• Are the collection period the most suitable for the company?
• Is the sales network sufficiently motivated?
• Does strong personnel rotation exist in our sales force?
• Do we have any client who buys more of 20 for 100?
• Does our commercial team receive professional training of regular form?
• What do think the sellers of the competition of our company?
• In the targets determination: is the seasonal nature of the products born in mind?
• Does exist a dynamic and motivating remuneration system?
• Does exist a good system of control of sales and sellers?
• Does follow the tendency of sales of our clients?
• Are quantitative and qualitative targets assigned by force of sales? One pays to them for his attainment?
• Do we consider to the selling department a valid information source?
• What system follows to evaluate and to control the sellers?
• Are the motives of the returns controlled?