MARKETING AUDIT AND POSSIBILITIES OF FORECASTING

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

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