What term describes a thorough, periodic evaluation of the marketing organization's objectives and performance?

The term that describes a thorough, periodic evaluation of the marketing organization's objectives and performance is the marketing audit. A marketing audit is a comprehensive assessment aimed at understanding the effectiveness and efficiency of an organization’s marketing strategies and tactics. It involves a systematic examination of the internal and external marketing environment, including the evaluation of marketing processes, policies, and the overall marketing strategy.

This type of audit not only focuses on current performance but also assesses how well the organization aligns with its marketing objectives and the changing market conditions. It is an essential tool for identifying areas for improvement and ensuring that marketing efforts are optimized for success.

While a performance review focuses more on individual employee performance rather than the overall marketing strategy, a marketing assessment might not be as detailed or systematic as a full audit. Strategy evaluation, on the other hand, tends to look at the performance of specific strategies rather than a comprehensive analysis of all marketing practices. Thus, marketing audit is the most fitting term for a thorough and periodic evaluation of an organization's marketing objectives and performance.