The Influence of Marketing on the Forming a Company’s Competitiveness
The article is aimed at defining the influence of marketing on the formation of the company’s competitiveness at the current stage of development of the world economy. Attention is paid to the theoretical aspects of the company’s competitiveness. After studying the work of many domestic and foreign scholars on the competition and competitiveness of enterprise, the authors concluded that there is no consensus on the interpretation of the terms of «competitiveness of enterprise» and «competitive advantage», therefore, this article presents their own vision of the definition of these economic categories, the main factors of influence on them are systematized. In the course of research, the asymmetry between the growth rate of the world GDP and consumption is identified, which leads to increased competition for the end consumer, which is forced to unfold mainly in the plane of marketing. The article identifies the increasing role of Internet marketing in shaping the competitiveness of enterprise, which is caused by the rapid growth of Internet users and the abandonment of consumers from traditional media in favor of social networks and Internet resources. The problem of high costs to attract a new client has been indicated and a conclusion has been drawn that in the face of fierce competition companies urgently need to focus on building long-term relationships with their customers.