The method for comparison of competitive positions is simple for adopting by management of any enterprise, and currently it is widespread in many fields and areas of activity. A certain type of this method is benchmarking, popularity of which is growing according to conducted researches. In the article, the current approaches for defining the term of benchmarking has been examined -from a derivative of a development of the competitiveness concept and of a program for quality improvement -to an

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... ttribution to a set of exotic tools of Japanese business practice. The essence of benchmarking has been revealed from a perspective as for a tool for improving management of an enterprise marketing activity. The essence comprises an analysis and comparison of the best methods, practices,