Research object:the process of marketing activity audit at industrial enterprises; the purpose of the work: development of theoretical and methodological provisions and scientific-practical recommendations of marketing audit organization at the industrial enterprise; research methods and instruments: monographic and theoretical generalization, abstracting, analysis and synthesis, comparison, multiple classification and correlation and regression analysis, cluster analysis, graphic method, expert estimations; theoretical and practical results: methodical approach for marketing potential evaluation, which, unlike existing, consists separate estimation of market potential and marketing activity potential, that gives possibility to consider external market factors and internal opportunities of an enterprise in the marketing audit process; marketing audit organization process at an enterprise is improved by determination of the scope of the audit methods on its different stages, that makes it possible to increase the effectiveness of marketing audit at the enterprise; classification of marketing audit is improved by the addition of such theoretically based and practically significant classifications: reason of conduction (preventing, antirecessionary, trial), the depth of investigation (in-depth, express-audit), frequency of conduction (periodic, nonperiodic), the object of investigation (overall, topical), that makes it possible to choose the most appropriate type of audit, depending on the needs of the enterprise; indicator system for the marketing activity potential evaluation, which is different from the existing by complementation it with the indicator of reserve of marketing activity potential development, which is defined as the difference between the maximum and actual use of the potential that determines the stock of unused resources in the process of marketing audit, the definition of the concept of marketing audit as a process of marketing activity examination which, in contrast to existing displays its focus on improving marketing, eliminating gaps and conduction of activities for the reserves use; this allowed to distinguish between the marketing audit and marketing revision to determine their essential differences and the need to focus marketing audit on the quality changes in marketing activities; subject and degree of introduction: developments are put in practical activity of Ltd. «Pharmaceutical company «Zdorovje», CJSC «Kharkiv Enterprise for production of immunobiological and medicinal «Biolik», Ltd. «Micropharm»; sphere of the use: marketing activity of enterprises.
