A marketing audit is a comprehensive examination of a company's marketing environment, objectives, strategies, and activities. It identifies problem areas and opportunities and recommends improvements. Marketing audits typically evaluate the macro and micro marketing environments, objectives, strategies, systems, and activities in a methodical way. They are usually conducted by external marketing consultants.

1. MKT 571 Week 6 Quiz NEW
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2. MKT 571 Week 6 Quiz NEW
1. A ________ is a comprehensive, systematic, independent, and periodic
examination of a company's or business unit's marketing environment, objectives,
strategies, and activities, with a view to determining problem areas and
opportunities and recommending a plan of action to improve the company's
marketing performance.
2. Marketing effectiveness rating instruments and marketing audits are
approaches to
3. Which of the following is an example of a distribution metric used for
measuring the performance of marketing plans?
4. Which of the following is true regarding a marketing audit?
5. ________ is the process by which firms assess the effects of their
marketing activities and programs and make necessary changes and adjustments.
6. Which of the following is likely to be an important trend in marketing
in the future?
7. A Gucci bag sells for $120 in Italy and $240 in the United States due to
the differences in the costs of distributing the product in the two countries.
This phenomenon is called a(n)
8. A marketing audit is typically best conducted by a(n)
9. Cadbury's "Sports for Schools" promotion offered sports and fitness
equipment for schools in exchange for vouchers. The problem was that the public
and media saw a perverse incentive for children to eat more chocolate, a product
associated with obesity. Which of the following best summarizes Cadbury's
problem?
10. Your firm has decided to enter the international market with your
product called Trema, a combination of a pocket organizer and cell phone. Even
though the product has been a huge success in the home country, market research
suggests some changes may be required before it can be introduced in Europe.
Your CMO is of the opinion that the product requires certain extra features and
the product will also have to be marketed differently. Your CMO is advocating
11. Rising customer expectations, evolving employee goals and ambitions, and
tighter government legislation and pressure are driving companies to
12. To protect a creative work from being published in any other manner, a
company or author would ____________ the material.
13. ______ is an obligation to act in a way expected of a reasonable person.
14. Which of the following is an example of a communication metric used for
measuring the performance of marketing plans?
15. Straight extension of the product means
16. Which characteristic of a marketing audit is described by the methodical
evaluation of the macro- and micromarketing environments, objectives and
strategies, system, and activities?
17. Which of the following refers to the ability to meet humanity's needs
without harming future generations?
18. The purpose of profitability control is to
19. The marketing audit reviews six components of the overall marketing
arena including the marketing environment, marketing strategy, marketing
organization, marketing systems, marketing productivity and
20. A PR practitioner may be subject to conspiracy in these situations: when
the practitioner participates in illegal action, counsels or guides the illegal
policy, takes part in it, or
21. The purpose of strategic control is to