Which of the following is true regarding a marketing audit?

Which of the following is true regarding a marketing audit?



A) It focuses primarily on a firm's macromarketing environment.

B) It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.

C) It is less effective at locating the real source of a problem than a functional audit.

D) It analyzes only those marketing activities that have failed to produce adequate results.

E) It relies solely on company managers for data and opinions.



Answer: B


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