A marketing audit covers the marketing organization and its systems and strategies, rather than the macroenvironment

Which of the following strategies should be adopted by marketers during a recession?

A) increase investment on marketing existing products B) focus on expanding the customer base and not on the retention of existing customers C) focus primarily on price reductions and discounts D) concentrate on communicating the brand value and product quality to consumers E) stick to the budget allocations adopted during the preceding years

How should a website be formatted to keep it compelling and reader-oriented?

A) Use the inverted pyramid. B) Use the direct approach. C) Use a persuasive model. D) Use the indirect approach. E) Use the AIDA model.