出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：The article analyzes regularities of establishing the marketing potential of enterprise. A special place in the system of elements of enterprise takes the marketing constituent,the steady increase of significance of which in the conditions of market relations stems from the substance,value and functions of marketing in the economic activity. Marketing potential characterizes,on the one hand,the extent to which certain «capacities» of enterprise are being provided in order to occupy leading positions at the market (in the industry sector),and,on the other hand,whether the enterprise can entirely use the conditions of external environment to create and maintain targeted competitive advantages at a high level. Establishing the marketing potential occurs as result of implementation of the marketing opportunities of enterprise in the conditions of competitive rivalry in projecting,producing,marketing and operating products and services in the open market. Components of marketing potential usually have comparative nature (i.e. relative,not absolute),since implementing certain marketing opportunities can be evaluated only by comparing characteristics that impact the economic efficiency of economic operations,accompanying the functioning of chains of creating the new value,and are tied to specific conditions and reasons.
其他摘要：У статті проаналізовано закономірності формування маркетингового потенціалу підприємства. Особливе місце в системі елементів потенціалу підприємства посідає маркетингова складова,неухильне зростання значущості якої в умовах ринкових відносин обумовлюється
