Formation of a marketing management system in agricultural enterprises

Abstract

The role of marketing management in the agricultural sector amidst the rapid advancements in technology, changing consumer demands, global competition, and societal shifts are investigated in the article. Despite the growing acceptance of marketing techniques, there is a need for comprehensive utilization in Ukrainian agricultural enterprises. The research builds on contributions from various aims to analyze the theoretical foundations and methodological aspects of marketing management, investigating its impact on the effective functioning of agricultural enterprises. The need for a clear understanding of marketing management, its goals, principles, functions, and stages for successful implementation are emphasized. It asserts that marketing management goes beyond general enterprise management, involving the management of all functions and divisions based on marketing principles, placing the consumer at the core. Furthermore, the article introduces the fundamental principles of organizing marketing management in agricultural enterprises, emphasizing a scientific approach, social and ethical orientation, legality, competence, and commercial effectiveness. It discusses diverse views on the main tasks of marketing management, categorizing them into commercial effectiveness and social impact and acknowledging the uniqueness of each enterprise in forming its specific set of tasks. The research recognizes the complexity of implementing marketing management and outlines measures for its successful adoption, including administrative-legal, organizational, and scientific-methodical approaches. The organizational measures involve structural changes and preparation stages, such as strategy development, market research, promotion, sales, logistics, legal issues, and administrative sales support. It was noticed that a systematic approach to marketing management in agricultural enterprises is necessary, emphasizing its strategic importance for ensuring stability and competitiveness in the conditions of constant changes in the external environment and market dynamics. Keywords: marketing, agricultural enterprise, marketing management, marketing management system, principles of marketing management, tasks of marketing management.