A firm does not anticipate and respond to future trends. Which analysis technique would most likely detect this?
A) Horizontal marketing audit
B) Allocating functional accounts by marketing classification
C) Marketing cost analysis
D) Sales analysis

Question

Quizplus · Accepted Answer

A horizontal marketing audit is designed to evaluate the strategic aspects of a firm's marketing efforts, including its ability to anticipate and respond to market trends, making it the most likely technique to detect a firm's failure in this area.

A Firm Does Not Anticipate and Respond to Future Trends