Стратегія та механізми просування товарів у системі маркетингу агропродовольчих підприємств

Abstract

The article considers the problems of forming and implementing an adaptive strategy for the promotion of goods of food enterprises to sales markets. The conceptual basis of strategic marketing management of a food enterprise is formulated. This concept is based on the following provisions: consumer desires do not always coincide with their long-term interests, as well as with the interests of society in general; consumers prefer businesses that show sincere concern for their satisfaction and the well-being of the community; the critical task of the organization is to adapt to target markets to ensure satisfaction, as well as individual and collective well-being to attract and retain customers. It was determined that the peculiarities of marketing of food enterprises are primarily determined by the fact that they use agricultural products as raw materials; interweaving of natural and economic processes; the discrepancy between the working period in agriculture and the production period; seasonality of production and consumption of products. It has been established that the fundamental basis of the marketing management process is strategic planning. Due to that, all the necessary proportions are maintained, and the coordinated direction of the functioning of all links of society's economic system is ensured. The algorithm for forming a product promotion strategy and ensuring the competitiveness of a food enterprise on the market has been developed. Approaches to improving the promotion process of goods by food enterprises to sales markets using such technologies as direct sales (direct marketing), effective advertising, sales promotion, and public relations are substantiated. The experience of the marketing services of many food enterprises is summarized with an emphasis on reviewing the function of all operating units with an attitude towards marketing as a global management function. Keywords: food industry; food marketing; strategic marketing management; product promotion; socially oriented marketing.