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
Related Articles
- EP ID EP182676
- DOI -
- Views 114
- Downloads 0
Efficiency of distributing results of collaborative efforts in construction
The article clarifies that results of collaborative efforts in construction, which are received without establishing a legal entity, are presented by constructed buildings that belong to owners as a jointly-owned propert...
Foreign direct investments as an instrument of solving the poverty problem in developing countries
The theoretical and practical possibilities of using foreign direct investment (FDI) as an instrument of international poverty alleviation policy in developing countries were investigated. The consequences of foreign dir...
Assessment of competitiveness in Ukraine and its regions measured by indicators of international trade (based on the methodology of IMD, Lausanne)
The research paper reveals the importance of maintaining the international trade at the appropriate level in order to ensure high competitiveness of countries and regions. On the basis of the methods developed by experts...
Implementing principles of transparency in business entities
The article considers the concept of transparency, specifically transparency of financial reporting and prerequisites of transparency development. The paper also outlines areas of researching transparency within the fram...
Local budgets personal income tax planning
The role of personal tax income as the main source of tax revenues of local budgets and its potential in macroeconomic stabilization and microeconomic regulation are substantiated. It has been established that the amount...