The results of the _____ provide the basis for selecting performance criteria and choosing relevant marketing metrics to assess actual performance against plans and tactical intent.
A) strategic marketing audit
B) integrated marketing communications
C) balanced scorecard
D) customer relationship analysis

Question

Quizplus · Accepted Answer

The strategic marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance. This process helps in selecting the appropriate performance criteria and relevant marketing metrics to assess actual performance against the plans and intentions.

The Results of the _____ Provide the Basis for Selecting