Chapter 1

Question 1

11:35 4

Question 2

.16.

Question 3

Analysis

Question 4

Chapter :

Question 5

Strategic

Question 6

Marketing

Question 7

Management

Question 8

MKTG 113

Question 9

Objectives

Question 10

MiMi

Question 11

I. Appreciate the Marketing Audit

Question 12

1I. Apply the impact of SWOT Analysis

Question 13

Ill. Understand the Marketing Cost and

Question 14

Financial Analysis

Question 15

Marketing Audit

Question 16

-it is the process of the companies to uncover

Question 17

and unearth marketing weaknesses and the

Question 18

company’s examination of its marketing

Question 19

environment.

Question 20

Marketing audit examines six major marketing

Question 21

components:

Question 22

1. The MAcro Environment and Task

Question 23

Environment

Question 24

2. Marketing strategy

Question 25

3. Marketing organizations

Question 26

4. Marketing systems

Question 27

5. Marketing productivity

Question 28

6. MArketing functions

Question 29

Marketing Audit

Question 30

marketing audit’s four characteristics:

Question 31

1. Comprehensive-covers all the major marketing

Question 32

activities of a business

Question 33

2. Systematic-an orderly examination of the

Question 34

organization’s macro and micromarketing

Question 35

environment

Question 36

3. Independent- can be conducted in dufferent

Question 37

ways independently

Question 38

4. Periodic- initiated only after sales have turn down or sales force has fallen