John recently launched a marketing program to increase revenues for his dog grooming business. it has been 3 months since the program was initiated. john has increased his direct mail advertising and tv advertising but has not seen any improvement in sales. what might john want to do to find out what has gone wrong with his plan?

In order to find out what has gone wrong with his plan John can conduct a marketing audit, which is a comprehensive, unbiased, periodic review of the strategic marketing process of a firm. John has already measured some of his results, so the next step in the control phase is to do a qualitative examination of his entire marketing strategy or a marketing audit.