The nature and economic value of marketing potential

Abstract

In today's competitive world environment, marketing research and information are of great importance, and this value is constantly growing from year to year. This article discusses the importance of marketing potential for business. All approaches to this economic category are presented in one system. Based on these approaches, the authors formulate personal views on the role of marketing potential and describe the directions of its development in the growth prospects of enterprises in Uzbekistan. The product marketing concept focused on the quality characteristics of the products produced in order to ensure the highest quality of satisfaction of needs. Sales focused on maximizing sales volumes. These conceptual approaches were mainly concerned with the implementation of the company's marketing potential, which was equated with the market potential. One of the important tasks in this regard is to develop an adequate model and methodology for assessing the level of marketing potential. Research and analysis of existing approaches and methods for evaluating marketing potential showed their lack of justification for the evaluation parameters, obtaining a generalized metric. The defining features of the new economic system are high dynamism, selectivity and instability. The more significant the market changes, the more important the contribution to increasing the value of the business is made by marketing, which can be considered as a system of adaptation of the enterprise to market factors. Thus, the marketing potential includes establishing the needs of target markets and forming a stable relationship between the demand and supply of the territory, balancing the abilities and needs of consumers (demand) with the production capabilities of the territory (supply).