A "marketing audit" should:
A) be done by someone inside the finance department.
B) be conducted whenever a crisis arises.
C) be conducted by the person most familiar with each of the firm's marketing plans.
D) evaluate a company's whole marketing program on a regular basis.
E) All of these are true.

Question

Quizplus · Accepted Answer

A "marketing audit" should evaluate a company's whole marketing program on a regular basis in order to assess its effectiveness and ensure that it is aligned with the company's goals. It should not be done by someone inside the finance department, nor should it only be conducted when a crisis arises. While the person most familiar with each of the firm's marketing plans may be involved in the audit, it should be a comprehensive evaluation of the entire program. Therefore, option D is the best choice.

A "Marketing Audit" Should