A ________ 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.
A) marketing plan
B) test market
C) marketing audit
D) market-based scorecard analysis
E) marketing metric

Question

Quizplus · Accepted Answer

The description matches the definition of a marketing audit, which is a comprehensive and systematic examination of a company's marketing environment, objectives, strategies, and activities, with the objective of identifying problem areas and opportunities, and recommending a plan of action to improve marketing performance. A marketing plan refers to a document containing a company's marketing objectives, strategies and tactics. Test market refers to the process of launching a new product in a specific geographic area to test consumer response before a full launch. Market-based scorecard analysis and marketing metric are tools for measuring and evaluating marketing activities and performance, but they do not encompass a comprehensive examination of the entire marketing environment and strategies.

A ________ Is a Comprehensive, Systematic, Independent, and Periodic Examination