SETTING OBJECTIVES AND SCOPE OF THE AUDIT IN CORPORATE WORLD

The first step of an audit is a meeting between company executives and the auditor to agree on objectives,coverage,depth,data sources,report format,and time period for the audit.
GATHERING DATA:--
One of the major tasks in conducting an audit is data collection.A detailed plan of interviews,secondary research,review of internal documents,and so forth is required .This effort usually involves an auditing team.A basic rule in data collection is not to rely solely on the opinion of people being audited for data.In auditing a sales organization,it is absolutely essential to talk to field sales personnel as well as sales management,and of course no audit is complete without direct contact with customers and suppliers
PREPARING AND PRESENTING THE REPORT:--

After data collection and analysis,the next step is the preparation and presentation of the audit report.This presentation should restate the objectives and scope of the audit, present the main findings,and present major recommendations and conclusions as well as major heandings for further study and investigation.
COMPONENTS OF THE MARKETING AUDIT:--There are six major components of a full global marketing audit.They are :-
(1)Marketing environment audit.
(2)Marketing strategy audit.
(3)Marketing organization audit.
(4)Marketing systems audit.
(5)Marketing productivity audit.
(6)Marketing function audit.

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