WHICH OF THE FOLLOWING STATEMENTS ABOUT MARKETING AUDITS IS TRUE

112. Which of the following statements about marketing audits is true?

a. Marketing audits only need to be performed once.

b. The main purpose of the marketing audit is to develop a full profile of a company's

marketing effort.

c. Marketing audits are only necessary after a major crisis.

d. Marketing audits simply examine the external environment in which a company operates.

e. The marketing audit should only be performed by outside accounting firms.

ANS: B

Marketing audits should be performed periodically by an inside or outside party who is independent

enough to have top management's confidence and to be objective. Marketing audits examine all facets

of an organization's internal and external marketing environments.

PTS: 1

REF: 45

OBJ: 02-10

TOP: AACSB Reflective Thinking

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

MSC: BLOOMS Level VI Evaluation