UDC 339.138:001.8

DOI: http://doi.org/10.15350/2409-7616.2023.2.27

Davidchuk N.N.¹ (Donetsk, Russian Federation) – nndavidchuk7@gmail.com, Palchikova N.S.¹ (Donetsk, Russian Federation) – tashalybennikova@mail.ru

¹Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky

Abstract. In modern economy functioning conditions, marketing potential plays a leading role in promoting goods, gaining market share, retaining and forming consumer loyalty, increasing the enterprise’s role in the market. Marketing potential is a subsystem in the enterprise potential system; it includes marketing resources, reserves and opportunities that it uses to conduct assortment, commodity, price, sales and competition policy; it is formed under the internal and external environment influence. The article provides a scientific approaches’ comparative analysis to the definition of “marketing potential”, its author’s vision is proposed, methods for assessing marketing potential are considered, a model for evaluating marketing potential based on a systematic approach is developed, which, unlike existing ones, takes into account the components of marketing tools, the marketing personnel competence, marketing resources, marketing policy, information and communication resources, marketing communications. Marketing potential is a comprehensive indicator that allows you to determine the prospects and effectiveness of any enterprise’s marketing activities. The ability to assess marketing potential as an economic indicator determines the changes’ direction in strategic guidelines and serves as an effective tool for improving the enterprise’s development, brand, competitiveness and increasing its profitability.

Keywords: potential, marketing potential, marketing resources, marketing system.

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For citation: Davidchuk N.N., Palchikova N.S. Marketing potential: comparative analysis of scientific approaches to it’s study and evaluation. CITISE, 2023, no. 2, pp. 318-326. DOI: http://doi.org/10.15350/2409-7616.2023.2.27