Audit model

Following table illustrate the model for the audit of Monash Sport along with the methods of data collection for each audit component:

Model Audit component Component details Type/methods of data collection

Kotler’s/

Porter’s Environment audit

Macro environment (PEST)

Task environment (5 forces)

1-on-1 interview with Marketing

Coordinator

Secondary data sources

Berry’s Market orientation Facilitation of marketing throughout the organization Personnel survey

Berry’s Acquiring new customer The efforts devoted to acquire new customers Personnel survey

Berry’s Existing customer

marketing The strength of relationship with existing customers

Personnel survey

1-on-1 interaction with customers

Berry’s Service quality Tangible quality, operating performance, features,

reliability and durability of services

Personnel survey

Customer survey

Berry’s Internal marketing

process

Ability to attract, prepare, motivate and retain high-

quality employees Personnel survey

Buyer behavior audit Factors that influence buyers’ decisions making

process

Personnel survey

Customer survey