Estimation of enterprise’s marketing potential: the comparative analysis of scientific approaches

• Main Authors: V.O. Ivanenko, O.R. Kovalchuk
• Format: Article
• Language: Ukrainian
• Published: Zhytomyr State Technological University 2019-03-01
• Series: Вісник Житомирського державного технологічного університету: Серія: економіка, управління та адміністрування
• Subjects: marketing potential; marketing resources; external opportunities; estimation
• Online Access: http://ven.ztu.edu.ua/article/view/163067/162734

The article analyzes different approaches of scientists to the definition of the essence of marketing potential, its structural elements and methods for assessing the effectiveness of marketing potential. The authors’ understanding the concept of «marketing potential» makes it possible to distinguish its clear components as well as the directions for assessing the effectiveness of marketing potential in enterprise’s activity. The analysis of scientific approaches allows to understand that marketing potential is the combination of marketing resources, reserves and external capabilities of the enterprise. The separate elements of marketing potential include material, intangible own resources and enterprise’s reserves as well as opportunities that can be provided by the external environment. The proposed mechanism of marketing potential estimation allows to determine fully the available resources in the enterprise’s current activity and the most effective directions of their use in the long-term outlook. The basis of marketing potential analysis is a comprehensive evaluation approach, the application of which most fully discloses all the available resources.