What is the primary purpose of a marketing audit?

The primary purpose of a marketing audit is to assess a company's marketing strategies and performance. This involves a comprehensive evaluation of current marketing activities, which allows a business to understand how effective its efforts have been in achieving its objectives. By conducting a marketing audit, an organization can identify strengths and weaknesses in its marketing practices, aligning its strategies with market demands and business goals.

The findings from a marketing audit contribute to optimizing marketing efforts, making informed decisions about resource allocation, and identifying areas for improvement or adjustment. This process aids in developing a clear picture of the overall marketing environment, including trends and competitors, which is essential for strategic planning.

Other options do not encapsulate the essence of a marketing audit. Evaluating employee performance relates to personnel management rather than to the assessment of marketing strategies. Conducting a market share analysis is a component of market research but does not cover the broader scope of a complete audit. While creating a new marketing campaign is part of marketing activities, it is not the primary focus of an audit, which aims at reflection and reassessment rather than implementation.