В статті наголошено, що маркетинг є одним з основних напрямів сучасного підприємництва, вказано на зростання ролі маркетингу в управлінні підприємствами та на необхідність забезпечення маркетингового управління ефективними методами. Наголошено на важливості методу математичного моделювання в маркетинговому управлінні, в забезпеченні прийняття управлінських рішень та вирішенні задач маркетингу. Проведено аналіз основних методів економіко-математичного моделювання та вказано напрямки їх використання в маркетинговому управлінні підприємством, в підвищенні якості та ефективності діяльності маркетингових служб. Показано, що застосування економіко-математичних моделей вказує шляхи вдосконалення маркетингової інформації, веде до спрощення розв'язку системи задач планування й управління, інтенсифікації, підвищення точності розрахунків, оптимізації та прогнозування. Вони дають можливість оцінити перспективи розвитку місткості ринку, визначити найбільш раціональні стратегії маркетингу і можливі відповідні кроки конкурентів, оцінити оптимальні затрати на маркетинг для отримання необхідного розміру прибутку.

The article is devoted to determining the role of economic and mathematical modeling and information technologies in conducting a marketing audit. The importance of a relatively new direction in marketing science – marketing audit – is emphasized. The main areas and directions of its implementation, in particular the audit of marketing environment, strategy, systems, products, as well as marketing functions – goods, prices, advertising, sales promotion, product promotion, sales staff – are identified. Emphasis is placed on key methods of marketing audit, in particular general scientific, general economic, marketing ones, and the directions of their use are determined. The importance of mathematical and statistical methods in making management decisions and solving marketing problems is noted. The main methods that play a key role in solving the tasks of marketing audit, in particular correlation-regression, dispersion, variational, discriminant, factor, cluster analysis methods, are named. It is noted that balance sheet, optimization, network planning methods, inventory management models, demand and consumption modeling, queuing theory, game theory, decision making in the conditions of uncertainty and risk are the main economic and mathematical models in marketing. It is emphasized that information technologies are a key tool in conducting a marketing audit. Modern capabilities of computer technology create the conditions for accurate, high-quality, timely information and provide its high-quality, scientifically sound processing. It is noted that information technologies provide the development and implementation of management decisions. It is substantiated that with the help of information technologies the access of audit specialists to the data and knowledge bases necessary for the analysis, as well as for the implementation of economic and mathematical models, without which it is impossible to imagine a modern marketing audit, is open. It is stated that information technologies have also become a key means of communication, transmission of information, holding operational business meetings and conferences.

Authors' Contribution: (A) Study Design (projekt badania) (B) Data Collection (zbieranie danych) (C) Statistical Analysis (analiza statystyczna) (D) Data Interpretation (interpretacja danych) (E) Manuscript Preparation (redagowanie opracowania) (F) Literature Search (badania literaturowe) Ph.d., associate professor Tetyana Palonna B E F Cherkasv state technological university Cand. Sci. (Econ.) Iryna Goryana C D Cherkasy state technological university Cand. Sci. (Econ.) Lidiya Vasilchenko A D Cherkasy state technological university

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The article is devoted to the definition of quality as an important economic category that occupies a key place in marketing product policy. It is emphasized that the strategic task of every enterprise today is to achieve high economic efficiency and competitiveness of products. It is noted that quality plays a key role in achieving this goal. It is determined that quality combines a number of product properties that help meet consumer needs and meet its purpose. It is emphasized that among the factors that affect product quality are production, economic and human. The necessity of production conformity to needs of the consumer is specified. The importance of quality assessment, control of its level, as well as the need to select quality indicators that allow such an assessment. The classification of indicators depending on the properties of products is determined, in particular, single, complex and generalizing indicators are considered. Emphasis is placed on the division of each of the classes into subgroups to be measured or expertly assessed. The main methods that play a key role in assessing product quality, including differential, complex, mixed, statistical. The importance of mathematical and statistical methods for assessing the quality characteristics of products is noted. It is indicated that the basis of such methods is the calculation of the utility function, considers the compliance of product properties to the desired consumer values. It is emphasized that the utility function of the purchased goods is equal to the sum of price and quality characteristics. An example of evaluation of qualitative indicators by the integrated method is considered. Relevant quality indicators were selected, which allowed such an assessment. The calculation of unit parametric indicators and their comparative analysis with normative and desired values are carried out. The conclusion is made on the basis of the results of quality assessment. It is emphasized that one of the key tools in assessing product quality is information technology. It is noted that information technologies provide the implementation of mathematical and statistical models. It is emphasized that one of the key means of improving quality is investing in research and development, ie improving production processes.