ANALYTICAL TOOLS OF ASSESSMENT OF THE MARKETING POLICY IN RISKMANAGEMENT SPHERE AT AGROINDUSTRIAL ENTERPRISES OF UKRAINE
Journal Title: Економічні інновації - Year 2017, Vol 1, Issue 63
Abstract
The article defined the importance of agroindustrial sphere for the Ukrainian economy in general. The main features of marketing in this area, namely seasonal functioning of agribusiness enterprises; dependence of production on natural conditions; The factor that the products of agroindustrial sphere produce the first necessity products; domination of relations of type B2B; high competition level because of the low differentiation lever of goods; a small number of specialists engaged in agromarketing; uneven marketing introduction in various branches of agroindustrial complex; higher level of sensitivity, adaptability, self-regulation of the marketing system in comparison with marketing in other industries were highlighted. The definition of the termd «marketing audit» and «diagnostics of marketing policy of the enterprise» were proposed by authors. The main advantages of using marketing audit and diagnostics as analytical tools of marketing policy of agroindustry enterprises were investigated. The authors considered marketing audit and marketing diagnostics and found its high efficiency for analyze of the firm's functioning environment (both external and internal), studying competitors and determining the level of competitiveness of the enterprise, identifying favorable and unfavorable factors that influence to the work of producers and development a plan of measures for optimization of activity and increase of profitability on the basis of received information. There are 3 main groups of approaches to the definition of understand «economical risk». The author's interpretation of this term was proposed. The basic influence factors that provide emergence of marketing risks were determined. The author's definition of «marketing risk» was proposed. The place of marketing audit and diagnostics in the field of risk management was considered.
Authors and Affiliations
N. M. Andryeyeva, D. V. Zinkovska
Keywords
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