MARKETING POTENTIAL OF THE ENTERPRISE: ESSENTIAL CHARACTERISTICS AND MAIN APPROACHES TO MANAGEMENT

The article examines the features of the formation and the main aspects of managing the marketing potential of the enterprise. The essence of the concepts is generalized: «potential», «production potential», «marketing potential», «marketing environment», «mission of the enterprise». The main components of potential are identified: production, marketing, information, technical and technological, organizational, social, financial. The economic essence of the production potential of the enterprise, which is the basis of the system-wide potential of the enterprise and marketing, which is the unity of economic and market potential, is considered. It is established that the marketing potential is an integrated marketing system of the enterprise, based on the marketing concept of management, organization and implementation of effective marketing activities through the use of marketing tools. The groups of elements that form the basis of marketing potential are studied: marketing complex, marketing research and marketing analysis of information, tangible assets, human resources, qualified work of the marketing department. The properties of the potential (adaptability, flexibility, mobility, stability, stability) are generalized and its main features are formed. The main internal and external factors (factors) that form the structure of marketing potential and constitute its marketing environment are identified and substantiated. The internal factors that are associated with the formation of the necessary marketing potential are supplemented by human resources. The basic principles of effective personnel policy of the enterprise for the purpose of activization of marketing potential are presented. The most important tasks of the marketing potential management system are substantiated, among which: improvement of the enterprise's mission and definition of the main goals.