MARKETING AUDIT AND POSSIBILITIES OF FORECASTING

摘要: The paper addresses selected qualitative and quantitative forecasting methods available for use in practical marketing development of strategies based on outcomes audit. Marketing its application is an essential activity any business. task business audit to point out evaluate whether activities allow future prosperity the required level competitiveness. This, however, closely related forecasting. contribution characterized by types (quantitative qualitative) a brief description some used methods. Quantitative are data obtained from records relevant activities, which then mathematically processed. These include particularly method moving averages, exponential smoothing method, regression analysis, classical decomposition seasonal adjustment. Contrary methods, expert estimates specialists field. main reason these that there reliable describe quality investigated problem, other hand, comprehensive solution problem. One fundamental this group Delphi query, scenario conjunctive method. article simultaneously remitted advantages disadvantages, indicate possibility their use. It generally known accuracy depends various factors, with most important features first method) documents about past second (qualitative methods) experience professionalism experts. Eventual errors can be eliminated extent.