A systematic, critical, and unbiased review and appraisal of the basic objectives and policies of the marketing function-and of the organization, methods, procedures, and people employed to implement the policies-is called a:
A) MIS report.
B) marketing audit.
C) management review.
D) marketing information system.
E) marketing analysis survey.

Question

Quizplus · Accepted Answer

A marketing audit is a comprehensive review and evaluation of a company's marketing objectives, strategies, policies, and performance. It involves analyzing the organization's marketing environment, capabilities, and resources, as well as its market segmentation, targeting, positioning, and marketing mix. The purpose of a marketing audit is to identify strengths, weaknesses, opportunities, and threats (SWOT analysis) and to provide recommendations for improving the company's marketing performance and competitiveness. The other options, such as MIS report, management review, marketing information system, or marketing analysis survey, may provide some information about the marketing function or performance, but they do not encompass a systematic and critical review of all aspects of marketing operations and strategies.

A Systematic, Critical, and Unbiased Review and Appraisal of the Basic