The Impact Of Marketing Audit

On Organizations Marketing
Performance: An Empirical Study
On Private Hospitals In Amman
Supervisor: Prof. Dr. Hamad Al-Ghadeer

Student: Asim al-Sayyid Sulayman

Introduction
Jordan is one of the countries interested in health
Health care in Jordan is among the best in the Middle East
Jordan has become a medical tourism destination
the boom in private hospitals is keyed to this growing medical
tourism trade
The private sector contains a respectful medical expertise
Introduction cont'd
On the other hand;
Significant amount of inefficiencies in the provision and financing
of healthcare services exists
particularly in light of the significant levels of excess capacity
the average overall hospital occupancy rate is estimated at 62.8%
In private sector, there is a significant excess in bed capacity as
indicated by low bed occupancy rates in the private sector (48.8%)

Introduction cont'd
hence;
As one of the earliest attempts to assess the underlying marketing
inputs that lead to superior performance was the marketing audit
concept
In order to find out the reasons behind this discrepancy, marketing
audit were employed
A marketing audit will be a significant contribution toward
assisting private hospitals in aligning themselves successfully for
the future.
Research problem
Although the marketing audit require certain resources in terms of
time, money and specialized human effort, but it is still useful to
be used in many businessesIncluding hospitals.
marketing audit is still a relatively new and under-utilized activity
for many organizations. (Da Gama, 2011)
In addition, there are some problems preventing companies from
putting it in practice. (Lipnick & ao, 2013)
private hospitals concentrating marketing audit just in ad hoc
basis, or when business suffers from serious problems (in critical
times) when it is too late to conduct an efficient marketing audit.
Research questions
To what degree is marketing audit applied in private hospitals?
What are the main constraints that affect the use of marketing
audit in the practice of private hospitals in Amman?
What are the key factors that affect the efficiency and the results
of the marketing audit in private hospitals?
What is the role of marketing audit in enhancing marketing
performance of private hospitals?
Research importance
This study Shed light on the importance of applying the marketing
audit in the service sector
It will demonstrate the importance of marketing audit as a
proactive as well as a reactive analysis of the organizations
marketing performance.
Development of awareness among managers and decision makers
of the importance of marketing audit and its contribution to the
organizations success and prosperity.



Research objectives
This study aims to achieve the following results:
1. To identify the degree of application of marketing audit in
practice of private hospitals
2. To investigate the constraints that may limit the application of
marketing audit in practice of private hospitals
3. To examine the impact of using marketing audit on enhancing
marketing performance of the organization
4. To recognize the key factors that affect the efficiency and the
results of the marketing audit in private hospitals

Research limits
1. Time Limits: This study was limited to the time period between
March 2014 and September 2014
2. Human and geographic boundaries: This study was limited to
managers of private hospitals in Amman, the capital of
Hashemite Kingdom of Jordan

Mediating variable
Marketing performance
----------------------------------
Hospital characteristics
--------------------------------
-Size -Specialty
-Age -Location
-Reputation
Marketing audit
---------------------------
-Marketing environment audit
-Marketing strategy audit
-Marketing Organization audit
-Marketing systems audit
-Marketing productivity audit
-Marketing functions audit
Independent variable Dependent variable
Return on assets / Profitability
f
i
n
a
n
c
i
a
l

Sales (and Growth)
Return on investment
Market share
Service quality
N
o
n
-
f
i
n
a
n
c
i
a
l

Satisfaction (customer and
company)
Overall performance
Customer retention/ loyalty
Return on equity
Brand awareness
Occupancy rate
Customer complaints
Number of visitors to website
Attracting new customers
Research hypotheses
The first main hypothesis:
Ho.1: There is no statistical impact to the marketing audit on
organization marketing performance
Sub hypotheses:
Ho1: 1- There is no statistical impact to marketing environment
audit on organization marketing performance
Ho1: 2- There is no statistical impact to marketing strategy audit
on organization marketing performance

Research hypotheses cont'd
Sub hypotheses cont'd:
Ho1: 3- There is no statistical impact to marketing Organization
audit on organization marketing performance
Ho1: 4- There is no statistical impact to marketing system audit on
organization marketing performance
Ho1: 5- There is no statistical impact to marketing productivity
audit on organization marketing performance
Ho1: 6- There is no statistical impact to Marketing audit functions
on organization marketing performance
Research hypotheses cont'd
The second main hypothesis:
Ho2: There is no difference on the relationship between the
marketing audit and the marketing performance due to hospital
characteristics
Sub hypotheses:
Ho2: 1- there is no difference on the relationship between the
marketing audit and the marketing performance due to hospital
Size
Research hypotheses cont'd
Sub hypotheses cont'd:
Ho2: 2- there is no difference on the relationship between the marketing
audit and the marketing performance due to hospital Specialty
Ho2: 3- there is no difference on the relationship between the marketing
audit and the marketing performance due to hospital Age
Ho2: 4- there is no difference on the relationship between the marketing
audit and the marketing performance due to hospital Location
Ho2: 5- there is no difference on the relationship between the marketing
audit and the marketing performance due to hospital Reputation
Research methodology
To prove relevancy of theory, answer research questions and test
hypotheses, the researcher will conduct an empirical research by
working in a real world environment, Empirical data is produced
by information derived from measurements made in "real life" .
in order to determine legitimacy of empirical research and to
establish logical and valid conclusions, Statistical Package for the
Social Sciences (SPSS) software, will be used.
various statistical formulas such uncertainty
coefficient, regression, t-test, chi-square and different types
of ANOVA (analysis of variance) will be used.
Data collection method
The researcher will collect and analyze both quantitative and qualitative
data (questionnaires and interviews)
The secondary data will be collected through the books and articles
available in libraries and the internet, Statistics issued by the Ministry of
Health, the World Health Organization and the Department of Statistics
and relevant websites.
In order to collect the primary data, the researcher will conduct
Interviews with managers and experts in the field of private hospital
business. Additionally, the researcher will design a questionnaire
distributed to Marketing Director of the private hospital or the Sales
Director when a Marketing Director did not exist.
Population and Sample
The total population of private hospitals that are operating in
Amman was 39 at the time of the survey in April 2014 (Moh.gov.jo,
2014).
24 private hospitals operating in Amman that are registered with
private hospitals association represents the study sample (Private
Hospitals Association, 2014).
Sample unit represents the Marketing Director of the hospital or
the Sales Director when a Marketing Director did not exist.
References
Da Gama, A. P. (2011). A renewed approach to services marketing
effectiveness. Measuring Business Excellence, 15 (2), pp. 3-17.
Lipnick, D., & ao, J. (2013). Marketing Audit and Factors
Influencing Its Use in Practice of Companies (From an Expert Point
of View). Journal Of Competitiveness, 5(4), 26-42.
Balasundaram, N. (2009). Marketing Audit: A Theoretical
Overview. Available at SSRN:http://ssrn.com/abstract=2107734
Kotler, P., Bliemel, F., & Keller, K. L. (2006). Marketing-
Management: Strategien fr wertschaffendes Handeln. Addison
Wesley in Pearson Education Deutschland.
References
Private Hospitals Association (2014). Retrieved April 24, 2014, from
http://phajordan.org/portals/0/pha%20Arabic6.pdf
Moh.gov.jo,. (2014). Private Hospitals . Retrieved 27 April 2014,
from
http://www.moh.gov.jo/AR/HealthSectorBodies/Pages/PrivateHos
pitals.aspx
Pont, M., & Shaw, R. (2003). Measuring marketing performance: a
critique of empirical literature. ANZMAC, Adelaide, December, 6.






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