However, when it is limited to a part of the marketing activity, it has to be defined as functional. Concerning the methodology, a clear sequence of steps that will lead to an unambiguous aim has to be prepared. This systematic and formal path allows the auditor to focus easily on each different area, as happens in the financial audits. Thirdly, the independence of the marketing audit process reflects a need of objectivity. Actually, if somebody is directly involved in the marketing procedures, they are likely to drive the audit process into a desired direction. Through the internal or external approach, instead, the audit is kept on a different level from the audited area. A final characteristic applies, principally, to those companies that decide to evaluate their position only in the view of a critical situation. In fact, the marketing audit delivers useful results only if it is conducted periodically. It is also important when the company is achieving growing success, in order to assess which strategies would have reached better results.
The marketing audit consists of the examination of the main factors that are relative to the companies marketing situation. The first step takes into account the marketing environment. Through a PEST analysis, checking the macro and the specific environmental characteristics that are deeply linked with the company's framework, the audit is able to spot particular trends that affect the business activity. .
Once the first critical analysis is well satisfied, auditors are able to evaluate the marketing strategy. This activity seizes the goals and relates them with the strategy the company is implementing. Only in this way is it possible to verify how much correspondence there is between objective, opportunities and resources. For example, a chemical company had as objective a growth in a particular product line at 15 percent. However, the competition in that segment was fierce and the total market showed no growth.