ФОРМУВАННЯ КОМПЛЕКСНОЇ СИСТЕМИ АГРАРНОГО МАРКЕТИНГУ ПІДПРИЄМСТВА

Abstract

The article conducts research on the justification of theoretical and methodological provisions that determine the formation of a comprehensive system of agricultural marketing and developed practical recommendations for the implementation of the basic elements of this system in the activities of agricultural enterprises. The marketing complex is the basis of the entire system of agricultural marketing, and the management of this complex becomes the main task for success in the market. At the same time, we must not forget that the management system of the marketing complex is not universal for all enterprises, which is why to stay ahead of competitors it is necessary to look for new, better approaches to analysis and improvement of integrated agricultural marketing system. It is established that a comprehensive system of agricultural marketing is especially important in the agricultural sector, where it is extremely important to focus on better satisfaction with quality and safe food, increase sales and profits by eliminating dependence on intermediaries and ensuring direct contact with consumers. including information support and analytical support. For the effective operation of an agricultural enterprise depends on a synergistic combination of marketing tools, taking into account the characteristics of products, markets, behavior and consumer needs, with the system of marketing management. We are convinced that for agricultural enterprises such a combination will be its comprehensive marketing system. We have identified the components of a comprehensive system of agricultural marketing, which will optimize and clearly plan activities to achieve the company's mission in the market and ensure efficient, stable and profitable operation. The intensification of agricultural marketing for agricultural enterprises can be considered a tool that can increase competitiveness, optimize resource potential, ensure effective relations between producers and consumers of agricultural products that will realize economic interests as employees, business owners and consumers.