Методичний підхід до оцінки маркетингового потенціалу підприємства в контексті маркетингового менеджменту

Abstract

Modern economic conditions, characterized by the processes of globalization, increased competition, interconnection of scientific-technical and information-analytical spheres of activity, put the enterprise in front of the need to solve such a vital problem as the development of marketing potential. In a market environment, an enterprise cannot take stable positions for a long time without assessing its marketing potential. The aim of the article is to develop a methodical approach to assessing the marketing potential of enterprise through the prism of marketing management. In the process of carrying out the study, general scientific and special methods were used: analysis and synthesis, scientific abstraction, classification, structural analysis, grouping, expert analysis, the method of hierarchies, and graphical methods. The article substantiates the necessity of formation of a system of marketing management of enterprise. The authors’ own definition of marketing management as a holistic concept of system management of enterprise on the basis of marketing with the use of strategic and tactical measures to ensure maximum customer satisfaction and maximum profit is presented. Three approaches to defining the definition of «marketing potential» have been analyzed and allocated: resultant, resource, and targeted. Among the main approaches to assessing the marketing potential, the following were allocated: effective, diagnostic, and comprehensive. The carried out analysis of approaches allowed to substantiate the need to develop a methodical approach to assessing the marketing potential of enterprise in the context of marketing management, which, on the one hand, is comprehensive, and on the other hand, it is not informationally overloaded. The proposed methodical approach to assessing the marketing potential is implemented in several stages: assessment of both generalized and partial indicators; qualitative assessment of indicators according to a 9-point scale; calculation of the integral assessment of the marketing potential of the enterprise and interpretation of the results of the calculation. Approbation of the methodical approach to assessing the marketing potential in the context of marketing management was carried out for the fuel and energy complex enterprise located in the western region of Ukraine. According to the results of marketing potential calculations, the company had the average, close to high (2020) and high (2019 and 2021) levels of potential. Prospect for further research in this direction is the development of a strategy for the development of enterprise in the context of marketing management.