METHODICAL APPROACH TO FORMATION OF MARKETING POTENTIAL OF ENTERPRISES OF MEAT PROCESSING INDUSTRY

Анотація

Marketing potential Enterprise Components Factors Integral index Meat processing industryThe article analyzes the essence of the definition of "marketing potential" and generalizes the existing theoretical approaches to the disclosure of its concept.It is substantiated that marketing potential should have a balanced structure for the intensity of corresponding actions and the use of resources in order to ensure effective marketing activity.Interaction of marketing potential and marketing activity of the enterprise is considered.The main factors shaping the marketing potential of the meat processing enterprise are determined.Scientific achievements in determining the structure of the marketing potential of the enterprise are generalized.There are 18 indicators that characterize the components of the marketing potential of enterprises of the meat processing industry: commodity potential; price potential; sales potential; communication potential; the potential of marketing personnel; financial support of marketing activity.The algorithm of calculation of component of marketing potential of the enterprise is offered.The methodical approach to the estimation of marketing potential with the help of the integral indicator on the basis of its components is developed.Issues that remain unresolved for further research on the formation of marketing potential of enterprises in the meat processing industry are discussed.

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