FORMATION OF MARKETING COMPLEX ELEMENTS IN THE AGRARIAN ENTERPRISE
Journal Title: Проблеми системного підходу в економіці - Year 2017, Vol 6, Issue 62
Abstract
The article discusses the necessity of using marketing complex concept at agricultural enterprises. The theoretical aspects of marketing complex development in the agrarian enterprise are considered. The problems connected with marketing complex development process in the agroindustrial complex are outlined. Studies have shown that the most effective tool for the enterprise marketing complex is the product, and its tools such as communication, distribution, and price are based only on its features. A key principle of the commodity policy formation at agricultural enterprises should be considered through the systematic analysis of the environment and its specificity. Gained information must be the basis for the formation of marketing policy model. To ensure the effectiveness of pricing policy, it is important to take into account all pricing factors that can be grouped into two groups: 1) those, which are connecting with supply (features of production, level of competition, degree of the market monopolization, presence of substitutes); 2) those, which are connecting with demand (volume and structure of demand, demand elasticity, market capacity etc.). The promising directions for the marketing complex development are an improvement of products quality, an increase of sales through stock exchanges, attraction of professionals to carry out marketing functions at enterprises, development of service cooperation: storage, primary processing, market research, the formation of optimal batches of goods, product promotion.
Authors and Affiliations
T. V. Ilchenko
Keywords
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- EP ID EP634922
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