Although a firm should regularly undertake a horizontal marketing audit, a vertical marketing audit should be undertaken only when a firm has problems with its marketing mix.

Question

Quizplus · Accepted Answer

A vertical marketing audit, which examines the relationships between the elements of the marketing mix (product, price, place, promotion), should be conducted regularly, not just when problems arise, to ensure the marketing strategy is cohesive and effective.

Although a Firm Should Regularly Undertake a Horizontal Marketing Audit