When a company performs an audit of current managerial expertise, manufacturing and financing capabilities, and the organization's execution of the 4 Ps in the marketing mix, it is primarily interested in assessing its ________
A) reputation
B) internal strengths and weaknesses
C) profit and losses
D) external environment
E) secondary data
B
Explanation: B) A company must periodically assess its internal weakness and this means the company must perform an audit of current managerial expertise, manufacturing and financing capabilities, and the organization's execution of the marketing mix. This audit is not performed to determine any factor in the external environment, such as reputation or market share.
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