K-Audit

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Knowledge Audit

on Marketing of BMW company

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Abstract

In nowadays knowledge management (KM) plays important role in companies because knowledge today is very expensive and demanded resource. KM can be used in different parts of organization such as production, sales, marketing and etc. Each organization has to check and update its knowledge. Knowledge audit does these diagnostics. K-audit gives the opportunity to obtain information about what knowledge is already in the company. K-audit is so important because it gives an organization a comprehensive picture of its strengths and weakness, allowing it to focus its efforts in the right direction. It is a serious study of KM condition in the organization. K-audit answers the following typical questions:

* Which knowledge the organization needs?

* What knowledge assets or resources exist?

* What gaps are in its knowledge?

* How organized knowledge flows in the company?

* Are there any barriers for knowledge?

The knowledge audit helps to clarify the organization's needs in knowledge, strengths and weaknesses of knowledge flows in the organization, threats and risks of loss of knowledge, and also new ways to improve the effectiveness of knowledge management.

Knowledge Audit on Marketing of BMW Company.

There are many components in the marketing knowledge base of company; but the followings are vital: Four “P” and Four “C”. Four “P” is Product, Promotion, Price, Place; this “mix” is important because each element cannot be considered separately. There is limited time and resources and changes in one area likely can influence to changes in another. Four “C” is Customer solution, Customer cost, Convenience, Communication; this part is important because potential customers should be positively arranged to the company.

Four “P”:

1. Product.

Product is the most important element in the company because it provides the benefits which require customers....