A marketing audit is:
A)A concept that includes in its scope a company's financial audit.
B)A systematic,comprehensive review of the marketing function in an organization.
C)The main activity in sales force planning.
D)A wrap-up of this period's operations,but does not affect next period's work.
E)None of these.

Question

Quizplus · Accepted Answer

A marketing audit is a systematic, comprehensive review of the marketing function in an organization, which includes analyzing the company's marketing strategy, performance, and capabilities. It focuses on identifying the strengths, weaknesses, opportunities, and threats facing the company and helps in developing an effective marketing plan. While a financial audit is concerned with a company's financial management, a marketing audit is specifically aimed at improving the marketing function. Sales force planning is a subset of marketing planning, and a marketing audit covers a broader range of marketing activities beyond just sales force management. A marketing audit not only evaluates the past performance but also provides insights for future planning and execution.

A Marketing Audit Is