Through the accomplishment of marketing audit we obtain a clear vision of the deficiencies, operative as as much strategic, in addition we do not have to forget that it is elements active of the management, since the new technologies of the information and the complexity of the market turn to the audit of marketing like true protagonist of the knowledge to do in the 21st century.

At present the term marketing continues highly being used but of incorrect form, it has been criticized that its unique value is in knowing how to make up the things, but the reality indicates the opposite to us, since the companies have to base their success on the whole satisfaction of the client and this only fulfills a ethics and social conduct in marketing, for that reason the audit also serves to evaluate the degree of fulfillment and commitment with the market.

It is certain that the accomplishment of a marketing audit is not able to solve all the problems, but to have a solid informative base and of action.

Like conclusion, we must realize an executive report indicating the activity areas that must be treated and be harnessed facing reaching the competitiveness that corresponds, as well as establishing the plan of pursuit and corresponding control. By way of information we indicated a possible series of actions that can be begun to realize facing improving the results or of staying in forward edge of competitiveness:

• To improve the geographic cover by salesman.
• To harness the positioning of the company in the finders.
• To leave of our portfolio nonprofitable products.
• To create a strategy of prices.
• Fidelizar more to our clients.
• To harness our presence in the network.
• To rationally segment the clients.
• To harness the work of the distributer in those zones in which it does not interest to us to be directly.
• To put to the front of the department of claims to a person with commercial mentality.
• To know better our client.
• To adapt the deliveries to the needs of the market.
• To reduce the time in the management of collections.
• To use task forces in the launching of new products.
• To maintain a policy of concentration of the warehouses.
• To produce most possible on order.
• To remunerate to the salesmen with fixed, commissions and incentives.
• To analyze the costs by order.
• To harness the idea on watch to the client.
• To rationalize the expenses of communication.
• Involution of direct marketing.
• To harness the corporative image.
• To extend the product range.
• Et cetera.

With these given recommendations, the company has before himself one of the majors challenges and difficulties that occur nowadays in the half-framed enterprise world, consisting of starting up a series of actions that until the moment had not been contemplated and that in the reality is difficult to take to good term, since the success will depend as much on the ideas contributed as of the people execute who it.

In any case, it is necessary to indicate that marketing audit is not a marketing plan, nor can replace it at no moment if the company lacked him, reason why, from these lines, we insisted to all the companies that wish to be in the changing enterprise world of competitive form to carry out their work with tools and optics of marketing.