ФОРМУВАННЯ СИСТЕМИ МАРКЕТИНГУ АГРАРНОГО ПІДПРИЄМСТВА

Abstract

The article examines the content, functions and approaches to the formation of an effective marketing system and its management, developed practical recommendations regarding the implementation of the elements of this system in the activities of agricultural enterprises. To improve the process of managing the marketing system at the enterprise, it is proposed to use a systemic approach, which consists in the fact that the achievement of the overall goal of the enterprise is possible only when the management of the marketing system should be considered as a single system, which consists of separate elements that interact and complement each other. The elements of the enterprise's marketing system include organizational-management, research and program-controlled elements. These elements can be represented by separate departments, each of which performs its own work. The marketing system of an agricultural enterprise should include all functions and performers who perform certain actions that are necessary for the profitable use of market opportunities. When forming a marketing system, the enterprise should use a comprehensive approach, which involves the study of controlling and non-controlling factors that affect the level of its competitiveness, as well as an analysis of strengths and weaknesses. Under the condition of effective management of the marketing system at the enterprise using a systemic approach, the following goals can be achieved: timely determination of existing market needs; selection of the most attractive market segments; development of the necessary marketing programs, which will include the entire arsenal of marketing tools; maintaining the balance between supply and demand. All the listed goals are very important for the enterprise and can provide it with efficient operation, financial stability and maximum profits. To evaluate the effectiveness of the marketing system at the enterprise, it is proposed to use the SD system dynamics methodology, which will allow to determine the interaction between the relevant factors of the marketing system and to identify cause and effect relationships in order to explain how different factors can affect the marketing system and how they interact with each other. Using this SD capability, several scenarios can be presented to improve the marketing system in enterprises.