Основні концептуальні підходи до організації проведення маркетингового аудиту підприємства

Abstract

UK: У статті розглянута одна з основних складових стратегічного маркетингового аудиту – аудит задоволеності стратегічних клієнтів. Наведена програма проведення стратегічного маркетингового аудиту підприємства. Визначено пріоритетні шляхи діяльності та сформовано практичні рекомендації та пропозиції щодо вдосконалення маркетингової діяльності підприємства. EN: During the crisis, the role of analyzing the state of affairs within the enterprise and its position on the market with the purpose of the estimation of the efficiency of incurred costs increases, and the role of conducting a marketing audit of an enterprise increases. Based on the research conducted, it was determined that marketing audit is a subsystem of strategic audit, based on systematic research, analysis and control of the marketing policy of the organization at the macro and micro level, aimed at drawing up a strategic marketing plan for further improvement of economic indicators. Based on the marketing audit, reasonable measures are being developed to increase the efficiency of the management activity of the enterprise as a whole and its separate economic units. The conduct of marketing audit in today's operating conditions of enterprises is due to the need to determine the effectiveness of existing management methods. Specific tasks, which arise before the management of the enterprise to minimize risks in predicting and emerging crisis situation in the market, namely: formation of the strategy of enterprise development taking into account the application of innovative technologies that increase the competitive advantage of products produced; regulating the periodicity of an audit of an enterprise's management - once every 3-5 years, audit of marketing is an integral part of the audit of management, as well as an independent marketing tool, with frequency of implementation - at least 1 time a year; the marketing audit should contain proposals for restructuring or optimization of the marketing system of the enterprise; development and implementation of the anti-crisis strategy of the enterprise; increase the speed of decision making. In accordance with the tasks set in the work, the theoretical bases of marketing audit were examined, priority lines of activity were determined and practical recommendations and proposals for improving the marketing activity of the enterprise were developed.