id: 28344
Title: Concepts of marketing development in the management system of an agricultural enterprise
Authors: Lohosha R.V., Semchuk I.A.
Keywords: marketing, marketing concept, market, management, product, price, distribution, promotion
Date of publication: 2021-05-11 15:25:57
Last changes: 2021-05-11 15:25:57
Year of publication: 2021
Summary: Modern trends in economic theory consider marketing as a way or philosophy of life, discipline, as well as organizational function, full discipline and one of the main functions of enterprises. Researchers` views on the essence of marketing show that it is common to build marketing functionality based on factors such as «needs», «desires», «demand», «satisfaction» and «exchange process», in the implementation of processes that allow individuals or organizations to find what they need, and to meet needs and desires through the exchange process. Business marketing developed as a philosophy of business and management (ie concerned, above all, business decisions, goals and business orientation). Instead, agricultural marketing developed as a study of the economic structure, the effectiveness of the agricultural marketing sector, the role of government intervention to improve the productivity of enterprises and increase the share of food production costs derived from agriculture. Until recently, agricultural marketing in Ukraine was a much smaller field of research compared to business marketing. Agricultural marketing has evolved due to the growing importance of the food marketing sector, and therefore many of the problems faced by agricultural enterprises come from this sector. Thus, agricultural marketing has many external forms of manifestation. It can be considered as a link between food producers and consumers in terms of both physical distribution and economic communication, designed to facilitate the exchange of goods between businesses and consumers. The article presents a schematic categorization of agricultural marketing. In this way, the problems and challenges facing the agri-food sector are illustrated, while influencing not only the industry level, but also identifying factors and considerations on a global scale. Thus, this is an area not only of agricultural marketing policy, but also of agribusiness and social marketing. In this case, agricultural marketing concerns not only the agricultural economy, but also takes into account the impact of food marketing and, in addition, serves the development of behavioral function. The marketing of an agricultural enterprise has historically (epistemologically) developed from a production orientation to a consumer orientation with the provision of long-term relationships with it. At the same time, producers, public authorities, consumers, and intermediaries are involved in the marketing process. In response to changes in the external environment, market dynamics, etc., an agricultural enterprise can develop a marketing model that should ensure margins, productivity and competitiveness.
URI: http://repository.vsau.org/repository/getfile.php/28344.pdf
Publication type: Статті у зарубіжних наукових фахових виданнях (Copernicus та інші)
Publication: Colloquium-journal. 2021. № 12 (99). Р. 40-49.
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Published by: Адміністратор
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