A marketing audit is a systematic analysis of a company's marketing activities and market penetration. It analyzes the market environment, marketing strategies, and company objectives. A marketing audit comprehensively studies all marketing functions, including marketing environment, strategy, organization, systems, productivity, and functions. It identifies opportunities and weaknesses. The scope of a marketing audit includes internal and external factors like resources, customers, competition, and cultural environment. It allows companies to evaluate their marketing plan and make necessary changes.