Audit of Marketing Activity of an Enterprise: Theoretical and Practical Aspects

In a harsh competitive environment, the ongoing analysis and monitoring of the marketing program implementation, that was developed on the basis of research and market forecasting, analysis of internal and external state of the enterprise, market behavior strategy and tactics development, is one of the urgent demands. The purpose of the article is to study the practical aspects of marketing audit and to develop practical recommendations for its optimization. General scientific methods of research are applied: induction and deduction, refinement and classification. The author summarizes that the task of managers is to master the peculiarities of conducting marketing audits at an enterprise and effectively use their results for adjusting their activity. The article clarifies the content load of marketing audit concept, substantiates the stages of its conduct at the enterprise, defines the tasks and outlines the advantages of its application. It is defined that the important result of marketing audit is an opportunity to specify the factors that form the economic potential of the enterprise. The following main elements of control and analytical system of the enterprise are distinguished: situational analysis is the preliminary analytical stage of marketing planning; marketing control; marketing revision; marketing audit. The structure of the information flow during the marketing audit has been generalized: legal and regulatory framework; information about the results of marketing activity; accounting; integrated information. This list of analyzed information during the audit allows to cover all possible problem areas, and define necessary steps to improve marketing activities. It is concluded that audit of marketing activity is an effective, special and key factor in the regulation and control of enterprises’ activities. It gives an opportunity to timely define shortcomings in company’s work and effectively eliminate them, therefore, it is a strategic methodological basis for changes in enterprise’s activities. Further research will be devoted to marketing audit planning and performanc

Features of Financial Support of National Construction Companies

Construction is as a whole, and in particular construction of housing, is one of the indicators of economic performance, defines largely both positive, and negative dynamics of its development. The most important financial rating in construction is the level of its financial security. Financing the construction process affects development of industry itself, acceleration of gross domestic product growth, as well as to employment, budget revenue growth and national economy of the country as a whole. The question of expanding the sources of financing construction services, as well as determination of their cost, as the main indicator of construction cost, its profitability, implementation of various commercial financing mechanisms, are always urgent owing to stochastic changes in economic space. Article purpose is research of process of storage of its own and assigned financial resources of building organizations, search of the ways and the directions for optimizing the mechanism for managing their financial resources. Methodological base of research consists of the general scientific principles and methods of execution of scientific researches, situations of economical science stated in labour of leading foreign and domestic scientists. Following methods have been applied in the work: analysis and the integration of national experience of existing situations and approaches, theorist-methodological bases on formation and use of financial resources of building enterprises; system analysis; synthesis; classification; economical and financial analysis; graphic analysis. Practical value of received results is the possibility to use modern approaches in the mechanisms of formation advanced forms of the financing sources engagement of construction companies to increase volumes of financial resources in long-term perspective. Scientific novelty of research is in justification of theoristmethodological bases for implementation of the valuable-oriented control strategy of construction companies capital. The important issue is the research of the financial resources distribution models to the appropriate building projects, including with long period of use. Branching of specialised financial institutions is expanded by the limits of private capital participation in building industry, including saves of the population. The structure of the capital of construction companies concerning the features of regional market of building services and needs is a guarantee of success of local construction companies. Hereinafter the questions of studying the structure of the capital and its portfolio will allow investigating optimization of value the components of such portfolio and its influence to qualitative result of construction service