Marketiing Audit.ppt Vinay1

8/9/2019 Marketiing Audit.ppt Vinay1

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MARKETING AUDITMARKETING AUDIT


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IntroductionIntroductionThe marketing audit can be viewed as an umbrella that The marketing audit can be viewed as an umbrella that covers efforts to assess customer needs and wants andcovers efforts to assess customer needs and wants andto understand community patterns.to understand community patterns.The external environment is examined on both microThe external environment is examined on both microand macro levels, including scanning for developingand macro levels, including scanning for developingtrends.trends.In addition to this analysis of the external environment,In addition to this analysis of the external environment,the marketing audit also analyzes the internalthe marketing audit also analyzes the internalenvironment.environment.The marketing audit has been defined byThe marketing audit has been defined by Phillip KotlerPhillip Kotler

asas a comprehensive, systematic, independent anda comprehensive, systematic, independent andperiodic examination of periodic examination of activities and resourcesactivities and resources in orderin orderto d

etermineto determine problem areasproblem areas andand opportunitiesopportunities and toand torecommend a plan of actionrecommend a plan of action. .


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Cha r a cteristics of M a rketing AuditCha r a cteristics of M a rketing Audit According to definition of P hillip Kotler, c a n be identified some According to definition of P hillip Kotler, c a n be identified somecha r a cteristics of m a rketing a udit.cha r a cteristics of m a rketing a udit.

Compre hensive.Compre hensive.The m a rketing a udit covers a ll the m ajor m a rketing issues f a cingThe m a rketing a udit covers a ll the m ajor m a rketing issues f a cing

a n org a niza tion, a nd not only one or a few m a rketing troublea n org a niza tion, a nd not only one or a few m a rketing troublespots.spots.The l a tter would be c a lled a The l a tter would be c a lled a function a l a uditfunction a l a udit if it covered only t heif it covered only t hes a les force, or pricing, or some ot her m a rketing a ctivity.s a les force, or pricing, or some ot her m a rketing a ctivity.

System a tic.System a tic.

The m a rketing a udit involves a n orderly sequence of di a gnosticThe m a rketing a udit involves a n orderly sequence of di a gnosticsteps covering t he org a niza tion's m a rketing environment, intern a lsteps covering t he org a niza tion's m a rketing environment, intern a lma rketing system, a nd specific m a rketing a ctivities.ma rketing system, a nd specific m a rketing a ctivities.The di a gnosis is followed by a corrective a ction pl a n involvingThe di a gnosis is followed by a corrective a ction pl a n involvingbot h s hortbot h s hort--run a nd longrun a nd long- -run propos a ls to improve t he m a rkets.run propos a ls to improve t he m a rkets.


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Independent.Independent.The marketing audit is normally conducted by an insideThe marketing audit is normally conducted by an insideor outside party who has sufficient independence fromor outside party who has sufficient independence fromthe marketing department to attain top management'sthe marketing department to attain top management'sconfidence and the needed objectivity.confidence and the needed objectivity.

Periodic.Periodic.The marketing audit should normally be carried out The marketing audit should normally be carried out

periodicallyperiodically instead of onlyinstead of only when there is a crisiswhen there is a crisis. .It promises benefits for the organization that isIt promises benefits for the organization that isseemingly successful, as well as the one that is in deepseemingly successful, as well as the one that is in deeptrouble.trouble.


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Adv a nta ges of M a rketing Audit Adv a nta ges of M a rketing AuditThe audit provides the marketers with an in depthThe audit provides the marketers with an in depthview of the marketing activities that are goingview of the marketing activities that are goingaround in the concern.around in the concern.It brings out a complete picture of the entireIt brings out a complete picture of the entireoperations of the concern.operations of the concern.While revealing the various drawbacks the audit While revealing the various drawbacks the audit process also leads to efficiency.process also leads to efficiency.This process can also be used to lay down anThis process can also be used to lay down animproved marketing plan.improved marketing plan.

A marketing audit can help a company refine its A marketing audit can help a company refine itsbusiness practices and improve its productivity andbusiness practices and improve its productivity andprofitability.profitability.Marketing audit helps to marketing executives, topMarketing audit helps to marketing executives, topmanagement and investors to ensure that they aremanagement and investors to ensure that they aredoing the right things to help drive growth for theirdoing the right things to help drive growth for theirorganizations.organizations.


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CO MP ONENT OF THE MARKETING AUDITCO MP ONENT OF THE MARKETING AUDIT

1. Environmental Audit 1. Environmental Audit a) Macro Environmental Audit a) Macro Environmental Audit b) Task Environmental Audit b) Task Environmental Audit

2. Marketing Strategy Audit 2. Marketing Strategy Audit 3 . Marketing Organization Audit 3 . Marketing Organization Audit 4 . Marketing System Audit 4 . Marketing System Audit

5 . Marketing Productivity Audit 5 . Marketing Productivity Audit 6 . Marketing Functions Audit 6 . Marketing Functions Audit


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Ma rketing Environment AuditMa rketing Environment Audit

The auditor is firstly started their audit byThe auditor is firstly started their audit bylooking at the factors that affect all companieslooking at the factors that affect all companiesoperating in marketplace, and also looking at operating in marketplace, and also looking at their customers and their profits.their customers and their profits.Under marketing environment audit, followingUnder marketing environment audit, followingtwo environments are concerned, because thesetwo environments are concerned, because theseare very important under the marketing audit.are very important under the marketing audit.The macroThe macro- -environment environment The task environment The task environment


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Ma croMa cro--Environment a l AuditEnvironment a l AuditThe MacroThe Macro--environmental component examinesenvironmental component examinessix main areas, the detail depending on thesix main areas, the detail depending on theinvolvement of the business and involvement involvement of the business and involvement required by the industry.required by the industry.

Under marketing audit, the macro environment Under marketing audit, the macro environment covers some environmental factors, likecovers some environmental factors, like- -DemographicsDemographics major demographicmajor demographic

developments and trends pose opportunities,developments and trends pose opportunities,

Economical factorsEconomical factors - - developments in income,developments in income,prices, savings and credit will affect theprices, savings and credit will affect thecompany under that,company under that,Environmental factorsEnvironmental factors, ,


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Technological factorsTechnological factors - - changes occurring inchanges occurring inproduct and process technology and company'sproduct and process technology and company's

position in these technologies.position in these technologies.Political factorsPolitical factors - - changes in laws andchanges in laws andregulations might affect marketing strategy andregulations might affect marketing strategy andtactics and the changes in the areas of pollutiontactics and the changes in the areas of pollutioncontrol, equal employment opportunity, product control, equal employment opportunity, product safety, advertising, price control, that affects thesafety, advertising, price control, that affects themarketing strategy of company.marketing strategy of company.

CulturalCultural -- public's attitude towards business andpublic's attitude towards business andtoward the company's products and changes intoward the company's products and changes incustomer lifestyles and values might affect thecustomer lifestyles and values might affect thecompany.company.


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Ta skTa sk--Environment AuditEnvironment Audit

How competitive is the marketplace?How competitive is the marketplace?What are competitors doing, and are they doing it well?What are competitors doing, and are they doing it well?What might they be preparing to do?What might they be preparing to do?

These are all vital to understand in preparing yourselvesThese are all vital to understand in preparing yourselvesfor the battle.for the battle.The task environment audit is evaluated under MarketsThe task environment audit is evaluated under Markets - -market size, growth, geographical distribution and profitsmarket size, growth, geographical distribution and profitsand major market segments, under customersand major market segments, under customers - -

customers' needs and buying processes and also product customers' needs and buying processes and also product quality, service, sales force and price, Competitors,quality, service, sales force and price, Competitors,Distribution & dealers, Suppliers, Facilitators & marketingDistribution & dealers, Suppliers, Facilitators & marketingfirms and Publics.firms and Publics.


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Ma rketing Str a tegy AuditMa rketing Str a tegy AuditThe marketing strategy audit is vital for company, and theThe marketing strategy audit is vital for company, and themarketing audit is make sure that the company s marketingmarketing audit is make sure that the company s marketingstrategy is fit withstrategy is fit with company s marketing goals and objectivescompany s marketing goals and objectivesas well asas well as corporate goals and objectivescorporate goals and objectives. .Under the marketing strategy audit, the auditor evaluateUnder the marketing strategy audit, the auditor evaluatemarketing performance by evaluating marketing goals andmarketing performance by evaluating marketing goals andobjectives, company mission the move to the strategy of objectives, company mission the move to the strategy of organization.organization.Under strategy evaluation, the auditor may concern followingUnder strategy evaluation, the auditor may concern followingtype of questions:type of questions:Has the management articulated a clear marketing strategyHas the management articulated a clear marketing strategyfor achieving its marketing objectives?for achieving its marketing objectives?

Is the strategy convincing?Is the strategy convincing?Is the company using the best basis for market Is the company using the best basis for market segmentation?segmentation?Does the company have clear criteria for rating the segments?Does the company have clear criteria for rating the segments?Has the company developed an effective positioning andHas the company developed an effective positioning andmarketing mix for each target segment?marketing mix for each target segment?


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Ma rketing Org a niz a tion AuditMa rketing Org a niz a tion AuditThe marketing organization audit is mainly consideredThe marketing organization audit is mainly consideredeffectiveness of the organization activities as well aseffectiveness of the organization activities as well asefficiency of operation of company.efficiency of operation of company.Here all the activities and main management functionsHere all the activities and main management functionsare considered such as manufacturing, purchasing,are considered such as manufacturing, purchasing,financing as well as research and development.financing as well as research and development.

Here the marketing auditor must make sure that theHere the marketing auditor must make sure that thecompany is actually achieved the effectiveness withincompany is actually achieved the effectiveness withinthe organization and also within the marketplace.the organization and also within the marketplace.

And also following types of questions are considered by And also following types of questions are considered bymarketing auditors:marketing auditors:

Are there good communications and working relations Are there good communications and working relationsbetween marketing and sales?between marketing and sales?Is the product Is the product- -management system working effectively?management system working effectively?

Are product managers able to plan profits or only sales Are product managers able to plan profits or only salesvolumes?volumes?


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Ma rketing Systems AuditMa rketing Systems AuditHere t he m a rketing a uditor is considered w het her Here t he m a rketing a uditor is considered w het her the comp a ny is using a ppropri a te m a rketingthe comp a ny is using a ppropri a te m a rketingsystems to collect t he inform a tion, pl a n t he a ctivities,systems to collect t he inform a tion, pl a n t he a ctivities,control t he oper a tions a nd to m a inta in smoot hly their control t he oper a tions a nd to m a inta in smoot hly their da y to d a y a ctivities a nd w het her t hese systems a reda y to d a y a ctivities a nd w het her t hese systems a re

properly worded wit hin t he comp a ny or not.properly worded wit hin t he comp a ny or not.Most of t he org a niz a tions a re tod a y ha ving differentMost of t he org a niz a tions a re tod a y ha ving differenttype of m a rketing systems to collect t he inform a tiontype of m a rketing systems to collect t he inform a tiona nd control t he oper a tion.a nd control t he oper a tion.Suc h a s m a rketing inform a tion systems, m a rketingSuc h a s m a rketing inform a tion systems, m a rketingpla nning systems, m a rketing control systems a ndpla nning systems, m a rketing control systems a ndnew product development systems.new product development systems.These systems ha ve its own functions.These systems ha ve its own functions.Here t he m a rketing a uditor t a sk is to m a ke sureHere t he m a rketing a uditor t a sk is to m a ke surewhet her t he systems a re properly worked or not.whet her t he systems a re properly worked or not.


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Ma rketing Productivity AuditMa rketing Productivity AuditMost of the companies are operating to earn so much of Most of the companies are operating to earn so much of profits.profits.The marketing productivity audit is focused on evaluate theThe marketing productivity audit is focused on evaluate thecompany profits and revenue.company profits and revenue.So the marketing productivity audit is very important toSo the marketing productivity audit is very important toevaluate the marketing performance.evaluate the marketing performance.The marketing auditor is used profitability analysis and cost The marketing auditor is used profitability analysis and cost effectiveness analysis for their evaluation process.effectiveness analysis for their evaluation process.Under the marketing productivity audit, following typeUnder the marketing productivity audit, following typequestion asked by marketing auditor:question asked by marketing auditor:What is the profitability of the company's different products,What is the profitability of the company's different products,

markets, territories and channels of distribution?markets, territories and channels of distribution?Should the company enter, expand, contract or withdrawShould the company enter, expand, contract or withdrawfrom any business segments?from any business segments?Do any marketing activities seem to have excessive costs?Do any marketing activities seem to have excessive costs?Can cost Can cost--reducing steps be taken?reducing steps be taken?


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Ma rketing Function AuditMa rketing Function AuditUnder the marketing function audit, the auditor is using marketingUnder the marketing function audit, the auditor is using marketingmix elements to analyze company functions such as product, price,mix elements to analyze company functions such as product, price,place and promotion.place and promotion.Here marketing auditor evaluates marketing performance by askingHere marketing auditor evaluates marketing performance by askingquestions under product, price, place and promotion such asquestions under product, price, place and promotion such asWhat are the company's product What are the company's product- -line objectives?line objectives?Which products should be phased out?Which products should be phased out?Which products should be added to?Which products should be added to?What are the company's pricing objectives, policies, strategies andWhat are the company's pricing objectives, policies, strategies andprocedures?procedures?To what extent are the prices set on cost, demand and competitiveTo what extent are the prices set on cost, demand and competitivecriteria?criteria?Do the customers see the company's prices as being in line with theDo the customers see the company's prices as being in line with thevalue of its offer?value of its offer?What are the organization's advertising objectives?What are the organization's advertising objectives?Is there adequate market coverage and service?Is there adequate market coverage and service?Should the company consider changing its distribution channels?Should the company consider changing its distribution channels?Is the right amount being spent on advertising?Is the right amount being spent on advertising?What do customers and the public think about the advertising?What do customers and the public think about the advertising?


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MARKETING AUDIT T OOL S ANDMARKETING AUDIT T OOL S AND

TE CHNIQUESTE CHNIQUESMarketing audit is very important and crucial part in theMarketing audit is very important and crucial part in themarketing planning process.marketing planning process.It is not only carried out at the beginning of theIt is not only carried out at the beginning of themarketing planning process but also it can bemarketing planning process but also it can be

implemented during the marketing planning process.implemented during the marketing planning process.The marketing audit can be influenced on marketingThe marketing audit can be influenced on marketingplanning process through various external and internalplanning process through various external and internalfactors.factors.Here there are number of marketing audit tools andHere there are number of marketing audit tools andtechniques that are used during the marketing planningtechniques that are used during the marketing planningprocess to evaluate the marketing performance of anprocess to evaluate the marketing performance of anorganization.organization.The following analysis tools are utilized during aThe following analysis tools are utilized during amarketing audit:marketing audit:


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SW OT An a lysisSW OT An a lysisThe one of the most important tools in the marketing audit isThe one of the most important tools in the marketing audit isSWOT analysis or can be express as Strength, Weaknesses,SWOT analysis or can be express as Strength, Weaknesses,

Opportunities and Treats analysis.Opportunities and Treats analysis.This tool is very much important to marketers and is used at theThis tool is very much important to marketers and is used at thebeginning of the marketing audit process.beginning of the marketing audit process.Some of disadvantage of SWOT analysis are that it is verySome of disadvantage of SWOT analysis are that it is verysubjectivesubjective and cannot be relied on too much.and cannot be relied on too much.However, most of the companies are used this SWOT analysis asHowever, most of the companies are used this SWOT analysis astools to evaluate the marketing performance of an organization.tools to evaluate the marketing performance of an organization.SWOT stands for strengths, weaknesses, opportunities, andSWOT stands for strengths, weaknesses, opportunities, andthreats.threats.Strengths and weaknesses are internal factors.Strengths and weaknesses are internal factors.Opportunities and threats are external factors.Opportunities and threats are external factors.The SWOT analysis can be express as below:The SWOT analysis can be express as below:Strengths and weaknesses are internal factors that create valueStrengths and weaknesses are internal factors that create valueor destroy value.or destroy value.They can include assets, skills, or resources that a company hasThey can include assets, skills, or resources that a company hasat its disposal, compared to its competitors.at its disposal, compared to its competitors.They can be measured using internal assessments or externalThey can be measured using internal assessments or external

benchmarking.benchmarking.


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Some strengths of an organization are as follows:Some strengths of an organization are as follows: Your specialist marketing expertise Your specialist marketing expertise A new, innovative product or service A new, innovative product or serviceLocation of your businessLocation of your businessQuality processes and proceduresQuality processes and procedures

Any other aspect of your business that adds value to Any other aspect of your business that adds value toyour product or serviceyour product or service

Some weaknesses of an organization are as follows:Some weaknesses of an organization are as follows:Lack of marketing expertiseLack of marketing expertiseUndifferentiated products or services (i.e. in relation toUndifferentiated products or services (i.e. in relation to

competitors)competitors)Location of your businessLocation of your businessPoor quality goods or servicesPoor quality goods or servicesDamaged reputationDamaged reputation


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Opportunities and threats are external factors that create value orOpportunities and threats are external factors that create value ordestroy value.destroy value.

A company cannot control them. A company cannot control them.

Some opportunities of an organization are as follows:Some opportunities of an organization are as follows: A developing market such as the Internet A developing market such as the Internet Mergers, joint ventures or strategic alliancesMergers, joint ventures or strategic alliancesMoving into new market segments that offer improved profitsMoving into new market segments that offer improved profits

A new international market A new international market A market vacated by an ineffective competitor A market vacated by an ineffective competitor

Some threats of an organization are as follows:Some threats of an organization are as follows: A new competitor in your home market. A new competitor in your home market.Price wars with competitors.Price wars with competitors.

A competitor has a new, innovative product or service. A competitor has a new, innovative product or service.Competitors have superior access to channels of distribution.Competitors have superior access to channels of distribution.Taxation is introduced on your product or service.Taxation is introduced on your product or service.


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PEST An a lysisPEST An a lysisThese environmental factors may be internal or external.These environmental factors may be internal or external.

The internal factors consist of the staff and queriesThe internal factors consist of the staff and queriesrelated to them.related to them.The external would be the external customer and theThe external would be the external customer and thevarious distributors and the political and economicvarious distributors and the political and economicfactors are also taken into consideration.factors are also taken into consideration.The PEST analysis tool is a valuable framework forThe PEST analysis tool is a valuable framework foridentifying opportunities and threats in the macroidentifying opportunities and threats in the macro(external) environment.(external) environment.This analysis tool is extremely important to anyThis analysis tool is extremely important to anymarketing audit, simple or complex; as it drives themarketing audit, simple or complex; as it drives thecompany to investigate what factors may help or impedecompany to investigate what factors may help or impedethem to carry out business and marketing activities.them to carry out business and marketing activities.The PEST analysis can be express as followsThe PEST analysis can be express as follows- -


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Politic a l Fa ctorsPolitic a l Fa ctorsPolitical factors can have a direct impact on the wayPolitical factors can have a direct impact on the waybusiness operates.business operates.Decisions made by government affect the operations of Decisions made by government affect the operations of units within the company to a varying degree.units within the company to a varying degree.Political refers to the big and small p political forces andPolitical refers to the big and small p political forces andinfluences that may affect the performance of, or theinfluences that may affect the performance of, or theoptions open to the unit concerned.options open to the unit concerned.The political factors have a huge influence upon theThe political factors have a huge influence upon the

regulation of public and private sector businesses, andregulation of public and private sector businesses, andthe spending power of consumers and other businesses.the spending power of consumers and other businesses.Political factors include government regulations and legalPolitical factors include government regulations and legalissues and define both formal and informal rules.issues and define both formal and informal rules.


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Economic Fa ctorsEconomic Fa ctors All businesses are affected by economical factors nationally All businesses are affected by economical factors nationallyand globally.and globally.Whether an economy is in a boom, recession or recovery willWhether an economy is in a boom, recession or recovery willalso affect consumer confidence and behavior.also affect consumer confidence and behavior.This will impact upon the nature of the competition faced byThis will impact upon the nature of the competition faced bythe company and particular units within the company, uponthe company and particular units within the company, uponservice provision, and upon the financial resources.service provision, and upon the financial resources.Economic factors affect the purchasing power of potentialEconomic factors affect the purchasing power of potentialcustomers, and the state of the internal/external economy incustomers, and the state of the internal/external economy inthe short and longthe short and long- -term.term.The unit may need to consider: economic growth, interest The unit may need to consider: economic growth, interest rates, inflation rate and inflation rate.rates, inflation rate and inflation rate.

S ocial/Cultural FactorsS ocial/Cultural FactorsSocial factors will include the demographic changes, trends inSocial factors will include the demographic changes, trends inthe way people live, work and think and cultural aspects of the way people live, work and think and cultural aspects of the macro environment.the macro environment.These factors affect customer needs and the size of potentialThese factors affect customer needs and the size of potentialmarkets such as population growth rate, age distribution,markets such as population growth rate, age distribution,career attitudes, internal/external emphasis on safety andcareer attitudes, internal/external emphasis on safety andinternal/external attitudes to change.internal/external attitudes to change.


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Tec hnologic a l Fa ctorsTec hnologic a l Fa ctorsNew approaches to doing new and old things and tacklingNew approaches to doing new and old things and tacklingnew and old problems do not necessarily involve technicalnew and old problems do not necessarily involve technicalfactors, however, technological factors are vital forfactors, however, technological factors are vital forcompetitive advantage, and are a major driver of change andcompetitive advantage, and are a major driver of change andefficiency.efficiency.Technological; factors can for example lower barriers to entry,Technological; factors can for example lower barriers to entry,

reduce minimum efficient production levels, and influencereduce minimum efficient production levels, and influenceoutsourcing decisions.outsourcing decisions.New technology is changing the way business operates.New technology is changing the way business operates.The Internet is having a profound impact on the strategy of The Internet is having a profound impact on the strategy of organizations.organizations.Technological revolution means a faster exchange of Technological revolution means a faster exchange of information beneficial for businesses as they can react quicklyinformation beneficial for businesses as they can react quicklyto changes within their operating environment.to changes within their operating environment.For examples automation, technology incentives, rate of For examples automation, technology incentives, rate of technological change, perception of technological changetechnological change, perception of technological changewithin the unit and stakeholder expectation.within the unit and stakeholder expectation.


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The existence of close substitute productsThe existence of close substitute productsincreases.increases.

The propensity of customers to switch toThe propensity of customers to switch toalternatives in response to price increasesalternatives in response to price increases(high elasticity of demand)(high elasticity of demand)

Buyer propensity (tendency, inclination) toBuyer propensity (tendency, inclination) tosubstitutesubstituteRelative price performance of substituteRelative price performance of substitute

Thre a t of substitute productsThre a t of substitute products- -


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Thre a t of new entr a ntsThre a t of new entr a ntsProfitable markets that yield high returns willProfitable markets that yield high returns willdraw firms.draw firms.This results in many new entrants which willThis results in many new entrants which willeffectively decrease profitability.effectively decrease profitability.

Unless the entry of new firms can be blocked byUnless the entry of new firms can be blocked byincumbents, the profit rate will fall towards aincumbents, the profit rate will fall towards acompetitive level (perfect competition)competitive level (perfect competition)The existence of barriers to entry (perfect rightsThe existence of barriers to entry (perfect rightsetc.)etc.)Economies of product differencesEconomies of product differencesBrand equity (Product= core value + perceivedBrand equity (Product= core value + perceivedvalue)value)


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Riva lry a mong competitorsRiva lry a mong competitors

For most industries, this is the majorFor most industries, this is the majordeterminant of the competitiveness of thedeterminant of the competitiveness of theindustry.industry.

Sometimes rivals compete aggressively andSometimes rivals compete aggressively andsometimes rivals compete in nonsometimes rivals compete in non- -pricepricedimensions such as innovation, marketing etc.dimensions such as innovation, marketing etc.No. of competitorsNo. of competitorsRate of industry growthRate of industry growthIntermittent industry overcapacityIntermittent industry overcapacity


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The b a rga ining power of customersThe b a rga ining power of customers

The ability of customers to put the firmThe ability of customers to put the firmunder pressure and it also affects theunder pressure and it also affects thecustomer s sensitivity to price changescustomer s sensitivity to price changesBuyer concentration to firm concentrationBuyer concentration to firm concentrationratioratioDegree of dependency upon existingDegree of dependency upon existingchannels of distributionchannels of distribution


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The b a rg a ining power of suppliersThe b a rg a ining power of suppliersSuppliers of raw materials, components, laborSuppliers of raw materials, components, laborand services (such as expertise) to the firm canand services (such as expertise) to the firm canbe a source of power over the firm.be a source of power over the firm.Suppliers may refuse to work with the firm, orSuppliers may refuse to work with the firm, ore.g., charge aggressively high prices for uniquee.g., charge aggressively high prices for uniqueresources.resources.Supplier switching costs relative to firmSupplier switching costs relative to firmswitching costsswitching costsDegree of differentiation of inputsDegree of differentiation of inputsPresence of substitute inputsPresence of substitute inputsSupplier concentration to firm concentrationSupplier concentration to firm concentrationratio.ratio.

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Marketiing Audit.ppt Vinay1