РОЛЬ МАРКЕТИНГОВОГО ПОТЕНЦІАЛУ В РОЗВИТКУ ПІДПРИЄМСТВА

Abstract

The article is devoted to the study of the role of marketing potential in the development of an enterprise in a dynamic market environment. The essence of the concept of marketing potential is revealed based on the analysis of approaches proposed by Ukrainian scientists, and its significance for achieving the strategic goals of the enterprise is emphasized. It is established that marketing potential is an integral characteristic that encompasses a set of resources, capabilities and competencies that determine the ability of an enterprise to adapt to changes, form effective marketing strategies and provide competitive advantages. The article emphasizes that marketing potential is becoming one of the key factors in the efficiency of an enterprise, contributing to increasing the effectiveness of resource use, strengthening market positions and ensuring long-term development. The importance of assessing marketing potential is outlined, which allows identifying the strengths and weaknesses of the enterprise, identifying hidden reserves and directing efforts to improve marketing approaches. The mechanisms by which enterprises can use their marketing potential to adapt to modern challenges, such as growing competition, changing consumer needs and the active implementation of digital technologies, are considered. It is emphasized that marketing potential is a basic element that allows enterprises not only to achieve short-term goals, but also to ensure sustainable growth and development in the long term. The importance of marketing potential in modern conditions is constantly growing, as enterprises are faced with the need to quickly respond to changes in the market environment and implement innovative solutions to maintain competitiveness. The article also emphasizes that a deep understanding of the role of marketing potential, the mechanisms of its formation and use is a necessary prerequisite for ensuring the effectiveness of the enterprise's activities in the conditions of the modern economy. The study allows us to conclude that the integration of marketing potential into the strategic management of the enterprise is one of the key factors in its successful development.