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Estimating the Marketing Potential of Enterprise and Substantiating the Measures for Its Increase
Ponomarenko O. O., Pyvavar I. V., Lisna I. F.

Ponomarenko, Oleksandr O., Pyvavar, Iryna V., and Lisna, Iryna F. (2021) “Estimating the Marketing Potential of Enterprise and Substantiating the Measures for Its Increase.” Business Inform 1:334–345.
https://doi.org/10.32983/2222-4459-2021-1-334-345

Section: Management and Marketing

Article is written in Ukrainian
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UDC 367.546

Abstract:
The article estimates the marketing potential of enterprise and substantiates the measures to increase it. The economic potential of marketing activity is the final economic result of the introduction of relevant marketing measures, derived from achieving a positive result from the implementation of marketing solutions at optimal costs in therms of both material and financial funds, taking into account the accomplishment of planned tasks. The deployment of processes of international economic integration in the course of globalization of the system of world economic relations causes the inter-penetrating of individual national economies, coordination of government actions in the development of economic policy that corresponds to the interests of all parties involved in the integration process, also with regard to third countries. Integration is ensured by the concentration and intertwining of various capital. Integration processes are rational in nature, gaining the form of associations aimed at achieving the overall economic targets of the participants. Competitive advantages arise as a result of rivalry in the projecting, production, sale and operation of products. Their formation is seriously influenced by the competitive environment: potential and current competitors, consumers of products and suppliers, manufacturers of substitute goods, as well as the State regulation. Under these conditions, the formation of competitive advantages is transformed into the task of active adaptation of the enterprise management system to changes in the competitive environment. Although, real positive results are achieved where this work is brought to the level of management technologies.

Keywords: marketing, marketing potential, efficiency of marketing activity, marketing information, competitive environment.

Fig.: 3. Tabl.: 2. Formulae: 3. Bibl.: 12.

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]
Pyvavar Iryna V. – 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]
Lisna Iryna F. – 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]

List of references in article

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Teoretychni osnovy konkurentnoi stratehii pidpryiemstva [Theoretical Foundations of Competitive Strategy of the Enterprise]. Kharkiv: VD «INZhEK», 2006.
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Moiseeva, N. K. Marketing i turbiznes [Marketing and Travel Business]. Moscow: Finansy i statistika, 2009.
Porter, M. Yu. Konkurentsiya [Competition]. Moscow: ID «Vilyams», 2002.
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Orlov, P. A. “Vazhneyshiye faktory masshtabnogo povysheniya sotsialnoy otvetstvennosti subektov khozyaystvovaniya i ikh marketinga dlya effektivnogo sotsialno-ekonomicheskogo razvitiya stran“ [The Major Factors of Large-Scale Raising Social Responsibility of Business Entities and Their Marketing for Countries' Efficient Socioeconomic Development]. Ekonomika rozvytku. 2017. http://www.ed.ksue.edu.ua/ER/knt/eu173_83/e173orl.pdf
Koval, T. O., Ponomarenko, O. O., and Yakhkind, V. P. “Stratehichne planuvannia marketynhovoho potentsialu pidpryiemstva“ [The Strategic Planning in Terms of the Enterprise's Marketing Potential]. Biznes Inform. 2017. https://www.business-inform.net/export_pdf/business-inform-2017-10_0-pages-360_369.pdf
Pyvavar, I. V., Ponomarenko, O. O., and Lisna, I. F. “Metodyka otsinky efektyvnosti marketynhovoi diialnosti pidpryiemstva“ [A Methodology for Evaluating the Efficiency of the Enterprise's Marketing Activities]. Biznes Inform, no. 9 (2019): 345-354. DOI: https://doi.org/10.32983/2222-4459-2019-9-345-354
Lisna, I. F., Pivavar, I. V., and Ponomarenko, O. O. “Marketing Research and Marketing Planning at Macro and Micro Levels“. Biznes Inform. 2018. https://www.business-inform.net/export_pdf/business-inform-2018-11_0-pages-333_339.pdf

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