Механізм формування маркетингового потенціалу торговельного підприємства

Abstract

Визначено основні проблеми формування та розвитку маркетингового потенціалу торговельного підприємства. Розроблено концептуальну модель формування маркетингового потенціалу торговельного підприємства, яка формує цілісне бачення взаємозв’язку суті, мети, об’єкта, предмета, основних принципів та завдань у процесі реалізації можливостей торговельного підприємства.

The development of the economy of Ukraine largely determines the competitive domestic market, its formation, and accordingly, is crucial in the development of business entities. The main problem that confronts the modern commercial enterprise is more fully used its potential with the aim of obtaining a synergistic effect. In this situation, the mechanism of formation of marketing potential have a significant place in the system of management of trade enterprises. In turn, the complexity of the problems on the forming trading enterprises’ marketing potential actualizes the problem of justifying the latest marketing paradigm. Currently, a solid theoretical foundation for determining and assessing marketing potential is created. At the same time, there is no uniform mechanism for marketing potential formation from the perspective of integrated approach, which significantly complicates the process of making tactical and operational decisions. The purpose of the article is to identify key issues in the development of marketing potential of trading enterprises and the development of the conceptual model of forming trading enterprises’ marketing potential. Theoretical study of the problems regarding the definition and assessment of market potential, level of its use allowed to establish that marketing capabilities are an important component of the potential of enterprises, and its development should be performed based on the existing capabilities of the enterprise. The article identifies the main problems of the formation and development of trading enterprises’ marketing potential. A conceptual model for the formation of marketing potential of trading enterprises forms a holistic vision of the relationship of the essence, purpose, object, subject, main principles and tasks in the process of realizing the possibilities of commercial enterprise.