A PLANNING MANAGER VISITING A COMPANY'S HEALTH AND BEAUTY AIDS DI...

111. A planning manager visiting a company's health and beauty aids division discovers the division has no

effective method for allocating resources, nor for evaluating actual results against planned results. He

suggestion to the division would likely be to prepare a:

a. marketing audit

b. contingency plan

c. service audit

d. market share analysis

e. series of tactical evaluations

ANS: A

A marketing audit is a thorough, systematic, periodic evaluation of the objectives, strategies, structure,

and performance of the marketing organization. A marketing audit will evaluate the past, present, and

future performance of all aspects of the marketing department.

PTS: 1

REF: 44-45

OBJ: 02-10

TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy | CB&E Model Research

MSC: BLOOMS Level III Application