MANAGEMENT OF MARKETING POTENTIAL OF THE COMPANY

This article considers the ability of managing the development of a company based on its marketing potential. Today, the problem of managing the development of the company becomes more and more important due to the complication of the processes in the market, due to the growth of the competition. Therefore, new decisions are necessary. Strategic management based on the marketing potential is one of these decisions. Marketing potential is an integral part of the common potential of the company. It can influence the company’s income. Besides, using the marketing instruments in the market competition conditions is also an integral part of success of any company. Knowing the company’s marketing potential lets it to manage resources effectively for achieving the best results. Moreover, the article considers the main approaches by modern authors to the notion of “marketing potential”: resource, resulting and targeted approaches. The main interpretations of this notion are represented, and the author’s definition is formed. Furthermore, the structure of marketing potential is presented. It consists of 5 key subsystems: reserves, resources, ability, opportunity, management. A step-by-step process of managing them is shown. The authors made the analysis of actual approaches of estimating the marketing potential of the company (resulting, diagnostic, complex). As a result the main criteria of its evaluation were found. They are the price policy, actual market share of the company, availability and level of research, ads research, methods of promotion and stimulation, information about the competitors, studies of future needs and customer wishes. These criteria were used for estimating the marketing potential of 4 famous companies on the basis of the method of expert estimation