Relationship marketing in the system of agribusiness in the context of European integration process challenges

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Relationship marketing in the system of agribusiness in the context of European integration process challenges

Journal Title: Visnyk Ternopilskoho natsionalnoho ekonomichnoho universytetu - Year 2016, Vol 1, Issue

Abstract

The essence of the concept of “relationship marketing”, which is considered conceptually new marketing approach, the basic idea of which is to strengthen the market position of the company by establishing long-term mutually beneficial relationships with business marketing environment through an integrated set of marketing tools influence their interactions in the domestic market and foreign agricultural markets. The increasing role of relationship marketing in shaping the agrarian sector of Ukraine coincided in time with the development of market relations, which led to the saturation of agricultural markets, expanding export capacity and increased competition. It was established that in the development of marketing relations in the agribusiness, important to ensure the integration and evaluation of transaction costs, because they reflect the totality of material resources aimed at establishing mutually beneficial business relations between subjects of the market environment. Done systematic analysis of the dynamics of foreign trade of Ukraine with the EU APC and comparative analysis of cost changes agro-food exports of Ukrainian goods to European countries after the signing of the Association Agreement between Ukraine and the EU. In particular, the positive dynamics of trade with the EU proves the strengthening of economic ties and expanding marketing of relations between Ukraine and theEU, strengthening the competitive position of domestic agri-food products in the European market. Established that Ukrainian exports of agricultural products in 2015 is characterized by reliance on a few major headings, which creates a risk of significant fluctuations in the volume and value of exports (corn – 26,4%; rapeseed – 13,0%, sunflower oil – 12,6%). During the period of unilateral trade preferences by the EU in relation to Ukraine (JanuarySeptember 2015 compared to the same period in 2014), the total agri-food products exported to the EU countries decreased by 17,7% and the cost of foreign exchange earnings by 29,3%. This is due to lower export prices in all positions agro-food products by an average of 16-20%, which is largely due to the current world market, characterized in recent years. Directions relationship marketing in the agro-industrial units towards further integration of the domestic agricultural sector into the global economic community.Anecessary condition for improving the mechanism, on relationship marketing in agribusiness and providing competitive advantages of Ukrainian goods to the EU market is the harmonization of national quality standards of the European agri-food products.

Authors and Affiliations

Taras Dudar

Keywords

marketing relationship marketing agribusiness agri-food products marketing environment transaction costs export business process European integration processes.

EP ID EP182676
DOI -
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