What are controllable factors in a marketing audit primarily related to?

Controllable factors in a marketing audit are primarily related to micro and internal factors. This includes elements within an organization that marketing can influence or manage directly, such as marketing strategies, budget allocations, product offerings, pricing, distribution channels, and promotional activities. By focusing on these controllable factors, a marketing team can adjust its approach to optimize its effectiveness and respond to changing market conditions more agilely.

Internal factors also encompass resources like staff, capabilities, and technologies that can significantly impact the execution of marketing initiatives. Understanding these controllable aspects allows marketers to implement changes that align with organizational goals and adapt to market dynamics.

In contrast, external influences like trends in consumer behavior, global economic conditions, and broader market environments are generally beyond the control of marketers and do not fall into the category of controllable factors. While these elements are essential to consider in an overall marketing strategy, the emphasis of controllable factors lies within the organization’s direct influence.