Bank of America – Online Bill Pay Marketing Audit Online Bill Pay – Marketing Audit MBA – 8642 Fall 2003 Kristen Rankin Ken Hysong Page 1Steve Padgett Wayne Salter Scott Murray Bank of America – Online Bill Pay Marketing Audit INTRODUCTION ........................................................................................................................................ 3 MACROENVIRONMENT AUDIT............................................................................................................ 4 DEMOGRAPHIC & CULTURAL...................................................................................................................... 4 ECONOMIC .................................................................................................................................................. 4 TECHNOLOGICAL.......... 4 RECOMMENDATIONS.... 6 TASK ENVIRONMENT AUDIT....... 7 MARKETS..................... 7 CUSTOMERS................. 8 COMPETITORS.............. 9 DISTRIBUTION AND DEALERS.................................................................................................................... 10 SUPPLIERS.................. 10 FACILITATORS AND MARKETING FIRMS.................................................................................................... 11 RECOMMENDATIONS.. 11 MARKETING STRATEGY AUDIT.......................................................................................... ...
Voir