Which of the following is true regarding a marketing audit?
A) It focuses primarily on a firm's macromarketing environment.
B) It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
C) It is less effective at locating the real source of a problem than a functional audit.
D) It analyzes only those marketing activities that have failed to produce adequate results.
E) It relies solely on company managers for data and opinions.

Question

Quizplus · Accepted Answer

A marketing audit identifies the strengths and weaknesses of a company's marketing strategies and operations. It assesses the current marketing environment and evaluates the effectiveness of the organization's marketing efforts. It identifies areas for improvement and incorporates them into a corrective-action plan, including short- and long-run steps.

Which of the Following Is True Regarding a Marketing Audit