The marketing audit is a suitable instrument to measure the grade of adaptation of the company to his environment and his aptitude to give satisfactory answers to the market. Therefore, a study needs both of the interior of the company (marketing audit internal) and of the market and his environment (marketing audit external).

When the external auditor comes to the company to realize his work, it must rely on at first with a basic information of the company and of the sector, as well as of his trajectory, in order to outline and to structure the work, to plan the number of persons and levels of responsibility that it must bear in mind in his information securing. As soon as the information sources were defined, a questionnaire will prepare with that information that he wishes that they remain answered and that not only they will allude to the commercial area and to the marketing but to those other areas of activity that affect in his daily chore.

GRAPH 5. PLANNING OF THE PROJECT

As soon as the project and the team was defined, we must initiate an analysis of the environment, both external and internal, of the company. The information securing in this phase is fundamental and it will give us a clear idea where from the company is and with what account to be able to make use of all the opportunities that appear before him on the market and overcome the weaknesses that it presents as for its own structure.

Later we must realize an analysis of the Home commercial activities and of the variables of the marketing, studying one to one every variable and seeing what is the function that expires with regard to the commercial activity of the company, studying in depth all that that represents any type of anomaly or that is capable of being improved.

Another fundamental aspect to study is the planning and commercial organization of the company, as well as the general politics of the company, the marketing plan and his grade of fulfillment with targets, to check the strategies and tactical startings, as well as the allocation of means and resources for the implementation of the same ones.

Once we have the global information of the company, it is important to realize with the high direction an opinions contrast before carrying the final report out.

The audit is the document that auditor shows the scope of the work carried out by the group, as well as his professional opinion about the commercial situation and the marketing of the company. The report has to be structured according to the different areas of work that were specified by the team to the beginning of the service.

GRAPH 6. PHASES OF THE AUDIT OF MARKETING