Abstract
The current research aims to determine the importance of marketing opportunities in enhancing the customer's value in a number of fast food restaurants in the city of Mosul. Marketing opportunities are one of the external environment opportunities available to the researched organizations to its customers, and accordingly many questions have been raised about the research problem, including whether there is an effect of marketing opportunities in enhancing the customer's value? Several hypotheses are derived from it the nature of the relationship and the effect between the two research variables. A sample of (30) Individuals was selected, the questionnaire was approved to obtain the data, and statistical methods were used in analyzing the data and extracting the results using the statistical program (spss). The research reached conclusions, including the presence of a significant effect of marketing opportunities on the value of the customer, and the research ended with a set of proposals that benefit the researched organizations.
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