THE ROLE OF MARKETING SAFETY AUDIT TO ENSURE ECONOMIC SAFETY OF AGRICULTURAL ENTERPRISES

Abstract

Transformational processes in the economy of Ukraine in the early 90s of the 20th century, due to the transition to market conditions, led to the reform of land and property relations in agricultural enterprises, the introduction of various organizational and legal forms of agribusiness. As a result, there have been significant changes in economic relations between agricultural producers and processing enterprises, suppliers, intermediaries: the system of stable ties with the processing industry has been destroyed, the state order for agricultural products has been canceled. As competition in the market grew, organizations were forced to focus on external processes, analyze them and take them into account in economic practice. This led to the emergence of the marketing concept and marketing approach in the management of organizations, which contributed to the emergence of a new scientific direction - marketing management, in which the main actor was not the internal environment, ie the capabilities of the producer and consumer. The driving force in solving all problems arising in the enterprise can be the organization of effective marketing activities, which would greatly facilitate both production and market activities of agricultural enterprises, would allow them to significantly strengthen their position in the market of agricultural products and material and technical resources. The aim of the study is to establish the role of marketing security audit to ensure the economic security of agricultural enterprises. The article establishes the place of the audit of marketing security in the audit of economic security of agricultural enterprises. An algorithm for conducting a marketing audit as a component of the audit of economic security of an agricultural enterprise has been formed. The stages and areas of marketing audit are studied. The list of the basic questions of audit of marketing safety is systematized.