id: 32644
Title: Theoretical and methodological aspects of the marketing mechanism in the activities of agricultural enterprises
Authors: Mazur K., Koval O.
Keywords: agricultural marketing, marketing activity, agricultural sector, marketing strategy
Date of publication: 2023-03-27 10:13:40
Last changes: 2023-03-27 10:13:40
Year of publication: 2023
Summary: The article examines the theoretical and practical aspects of the introduction and development of marketing activities in agricultural enterprises in order to increase the efficiency of their activities. It is indicated that the development of organizational and economic mechanisms of adaptation of agricultural enterprises to market conditions of operation require changes in the construction of organizational structures in order to promote the development of object markets for products. At the same time, organizational structures of marketing management acquire special importance. It is emphasized that the solution to the issue of the principles and approaches to their construction within the enterprise is purely individual and should take into account the entire spectrum of the specifics of the activity. It is indicated that insufficient development of the informational component and infrastructure of the agricultural products market significantly complicates the work of domestic marketers, which does not allow to significantly increase the level of development of agricultural marketing. It is noted that in modern crisis market conditions, enterprises need to ensure the improvement of the information base and technology for preparing marketing plans based on modern methods and means of information processing, based on achievements in the field of economic theory of planning, the use of economic and mathematical modeling, modern methods and means of information processing. It was concluded that marketing support develops in the process of overcoming contradictions between external conditions and internal capabilities of the enterprise. It is emphasized that if marketing support makes it possible to correctly assess the objective market environment and is based on its scientific analysis, does not ignore the peculiarities of production development related to the release of competitive products, then it effectively affects the process of forming needs. The process of marketing support unfolds in the unity of interrelationships, interdependencies of objective and subjective, market and internal.
URI: http://repository.vsau.org/repository/getfile.php/32644.pdf
Publication type: Статті у наукових фахових виданнях України (Copernicus та інші)
Publication: Підприємництво та інновації. 2023. № 26. С. 52-57. DOI: https://doi.org/10.32782/2415-3583/26.8
In the collections :
Published by: Куценко Микола Ігорович
File : 32644.pdf Size : 750107 byte Format : Adobe PDF Access : For all
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