METHODOLOGY AND ORGANIZATION OF MARKETING AUDIT RISK ASSESSMENT IN THE INTERNATIONAL TRADING ENVIRONMENT

Abstract

The company’s marketing activities require constant audit, as the company’s results cannot be directly attributed to marketing activities. It is because of the indirect nature of the results of marketing activities in the process of its implementation there are many sources of risk, which in turn lead to loss of profits and losses of the enterprise. Therefore, the organization and methodology of risk assessment of marketing audit requires more detailed research, study and analysis. At the same time, it is in the international environment that the audit process becomes more complicated, and the number of risks increases due to the company’s activities in the new uncertain environment. The analysis of risks of marketing audit in the international marketing environment allowed to reveal such its main directions, as: audit of environment, both macro, and micro; marketing goals and strategies; the main components of the marketing complex according to the scheme 4 P (product, price, place, promotion); as well as the organization of the marketing structure of the company. Depending on these areas, possible risks are classified and methods for their assessment are determined. The study proposes to identify them according to the characteristics of the elements of the main directions of marketing audit and the distribution of controlled, partially controlled and uncontrolled. Accordingly, risk assessment methods are proposed that combine both statistical and marketing approaches. Controlled elements of marketing audit can be assessed by calculation and analytical methods, factors of a partially controlled environment by statistical and probabilistic methods, and factors of a fully controlled environment – only by expert methods. When implementing a marketing strategy, it is advisable to assess the risks at all stages of its development, which will immediately minimize both the number and probability of individual risks. At the same time, it is in the international environment that the sales process, that is the implementation of the tactical implementation of the marketing strategy, will play a leading role. In this case, the company is recommended to conduct a separate audit of sales tools for the effectiveness of its use in a particular environment.