Which of the following statements about a "marketing audit" is true?
A) A marketing audit should be conducted only when some crisis arises.
B) It probably should be conducted by someone inside the marketing department who is familiar with the whole program.
C) A marketing audit should evaluate the company's whole marketing program--not just some parts of it.
D) A marketing audit should be handled by the specialist most familiar with each of the marketing plans in the program.
E) All of the above are true statements.

Question

Quizplus · Accepted Answer

A marketing audit should evaluate the company's whole marketing program--not just some parts of it. It should be conducted periodically, not just when a crisis arises. It is important to have an outside perspective and expertise to conduct the audit effectively. Therefore, B and D are incorrect. E is incorrect as it states that all options are true, which is not the case.

Which of the Following Statements About a "Marketing Audit" Is