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.
Answer: B
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