СТРАТЕГІЧНА СПРЯМОВАНІСТЬ МАРКЕТИНГОВОГО АУДИТУ НА ДІЯЛЬНІСТЬ ПІДПРИЄМСТВА

Abstract

Objective. Determination of theoretical and methodological methods to the assessment of the marketing potential of the enterprise, which, unlike the existing ones, consists in the determination of the market potential through the calculation of its capacity, share and the potential of marketing activity, which allows taking into account external market factors and internal capabilities of the enterprise when conducting a marketing audit. Methods. The theoretical and methodological basis is the fundamental provisions of marketing theory, the scientific works of leading domestic and foreign economists and specialists in the management of the marketing activities of the enterprise. Results. Control is the final stage of the cycle of marketing activity management, which in the practical activity of most enterprises is an assessment of the results of sales policy. In the decision-making process, among other functions of marketing management, preventive or strategic control aimed at achieving the company's long-term goals and improving the effectiveness of marketing as a whole. Marketing audit is one of the most important types of strategic marketing control, the activity of which is aimed at comprehensive analysis, monitoring and auditing of the company's activities. Scientific novelty. A marketing audit is defined as a process of checking the marketing activities of an enterprise with the aim of identifying shortcomings and opportunities for qualitative improvement of marketing activities, providing practical recommendations for eliminating identified shortcomings and implementing measures related to the use of reserves. Outsourcing complements the results of the inspection and determines ways of rational use of the company's resources to ensure the company's competitiveness on the market. Practical significance. When managing the enterprise as a complete system, it is necessary to avoid duplicating the performance of functions. Therefore, the tasks of marketing and marketing audit should not repeat but complement each other, because with the dual performance of such tasks as assessment and analysis of the external environment, identification of problems and marketing opportunities, formation of a marketing strategy marketing costs increase and their effectiveness decreases. Marketing outsourcing is an effective way to reduce costs and increase business profitability, which contributes to deep optimization of the company's activities Key words: marketing control, external audit, internal audit, outsourcing, business portfolio, strategic management, strategic marketing, strategic planning.