BUSINESS INFORM №10-2016

The title and content

ABSTRACTS AND INFORMATION ABOUT AUTHORS

59

Section: Management and Marketing
UDC 367.657
Koval T. O., Ponomarenko O. O., Yakhkind V. P.
The Economic Substance and Regularities of Establishing the Marketing Potential of Enterprise (p. 397 - 405)
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.
Keywords: marketing, marketing potential, competition, interaction, marketing partnership
Fig.: 1. Tabl.: 1. Formulae: 10. Bibl.: 19.

Koval Tetiana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Political Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Ponomarenko Oleksandr O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Yakhkind Viktoriia P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Political Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Koval, Tetiana O., Ponomarenko, Oleksandr O., and Yakhkind, Viktoriia P. (2016) “The Economic Substance and Regularities of Establishing the Marketing Potential of Enterprise.” Business Inform 10:397–405.

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