Hryhorieva L. Formation of marketing potential of industrial enterprises

In the research the theoretical positions, methodological and practical aspects concerning the formation of the marketing potential in the management of industrial enterprise. The study clarified the content of the concept of "marketing potential" and the proposed decomposition of marketing potential, focusing on the domestic market and the marketing potential, focusing on foreign markets. An methodical approach to evaluating the marketing potential of the company and developed recommendations for the detection of its reserves as a whole and for each of the components, due to the use of a hierarchical system of indicators with the release of individual and group within each local potential. A structural model and formation mechanism of it is realized through a system of elements that describe the principles, functions, methods, instruments, controls, current and future results. A portfolio of competitive strategies based on the use of matrix "Production under its own brand / marketing potential".