Marketing Strategy and Audit Concepts: Multiple Choice Assessment

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Marketing Strategy and Audit Concepts: Multiple Choice Assessment • 1 Which of the following is true regarding a marketing audit? • It focuses on a firm’s macromarketing environment. • It focuses on analysis of those marketing activities that have failed to produce adequate results. • It relies on feedback from company managers for data and opinions. • It identifies the most - needed improvements and incorporates them into a corrective - action plan with short - and long - run steps. • 2 Marketing effectiveness rating instruments and marketing audits are approaches to • annual - plan control • strategic control •
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profitability control • efficiency control • 3 ______ is an obligation to act in a way expected of a reasonable person. • Duty • Reliance • Litigation • Liability • 4 The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity and • marketing control • marketing mix • marketing function
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• marketing development • 5 The purpose of strategic control is to • examine whether the company is pursuing its best opportunities with respect to markets, products, and channels • evaluate and improve the spending efficiency and impact of marketing expenditures • examine where the company is making and losing money • understand the efficiency of the sales force, advertising, sales promotion, and distribution • 6 A marketing audit is typically best conducted by a(n) • internal department • internal marketing executive • outside consultant

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