Marketing management system of agricultural enterprises

Abstract

Transforming the essence of marketing activity, determining its role and place in the enterprise management system, and filling the concept of marketing management with new content is due to radical changes in the system of global market relations. Today, profound changes are taking place in management and marketing under the influence of the transformation of world economic processes. From an ordinary function, the latter turns into the main integrating one and occupies a leading position in the management hierarchy. Traditional management has been replaced by marketing management. Agricultural enterprises still need to use the advantages of marketing management. It is noted that the marketing management of an agricultural enterprise reduces the influence of environmental factors. Factors of trends influencing the marketing management system of an agricultural enterprise are determined. The model of the enterprise's marketing management system is singled out as a complex mix of defined subjects, objects, management methods, and tools for their implementation, which, closely interacting with each other, ensure effective marketing management of the enterprise. It is emphasized that effective marketing management of agricultural enterprises helps to identify profitable opportunities and obtain the most complete customer satisfaction. The process of marketing management is considered a specific algorithm of actions and operations to achieve the company's intended goals. To form this process for a specific enterprise, it is necessary to consider its characteristics. The author's vision of the definition of the concept "marketing management system of agricultural enterprises" is given. The use of marketing management will contribute to ensuring the market orientation of an agricultural enterprise, which involves targeting success, timely adaptation to the external environment, increasing the level of competitiveness of enterprises, and improving their financial and economic results. Keywords: marketing, management, agricultural enterprise, factors, model.