Nataliya N. Andryeyeva, Daria V. Zinkovska
Diagnostics of the Enterprise’s Marketing Potential a Basis for Increasing Its Competitiveness
(original language – Ukrainian)
In research determined that the modern economic reality of Ukrainian enterprises functioning is characterized by the influence of global trends, such as globalization, informatization, socialization, greening, increasing of the role of integration processes. It is also characterized by instability, variability of the macro- and microeconomic environment. It leads to the need for research of improving the competitiveness of domestic industries. In the article is proved that the one of the clue directions for increasing competitiveness level is determining of the marketing potential, the level of its using and ways to activate unused marketing opportunities. On the basis of abovementioned it was considered diagnostics of the marketing potential as an effective analytical tool of its research and realization of opportunities that are not used now, but can bring additional profit.
In the article approaches to the definition of the "marketing potential" was considered and author's interpretation of this term was proposed. The place of marketing potential in the system of the general economic potential of the enterprise was defined. Authors proposed their own approach to determining the structure of the enterprise marketing potential and considered indicators for its evaluation.
Key words: marketing, marketing diagnostics, marketing activities, marketing potential.
Placed in №3, 2017.
Affiliations:
NATALIYA N. ANDRYEYEVA, Dr. (Economics), Senior Research Officer, Leading Researcher of Department of economic and environmental problems of coastal regions of Institute of Market Problems and Economic-Ecological Researches of National Academy of Science of Ukraine
DARIA V. ZINKOVSKA, Postgraduate student of marketing department of Odessa National Economic University
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