КОНЦЕПЦІЯ РОЗВИТКУ СИСТЕМИ МАРКЕТИНГУ ЯК ЧИННИКА ФОРМУВАННЯ ІНВЕСТИЦІЙНОЇ ПРИВАБЛИВОСТІ АГРАРНОГО СЕКТОРА
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2016, Vol 1, Issue 1
Abstract
I.V. Bezpyata. Concept of marketing system as a factor of formation of agricultural sector investment attraction. The article indicated that effective marketing is a means of perspective development of agricultural producers and provide a higher level of competitiveness of products is possible only if the use of all elements of the marketing mix. The agricultural sector of the country marketing system includes two main activities. The first - connected with the processing and transfer of raw materials and finished goods as they move from producer to consumer, the second - is based on a process of exchange and pricing in the market system. The foundation of these activities is market analysis, assessment of the situation of agricultural production and prices at competitors and most profitable ways to transport and channel sales, advertising, and more. During the study analyzed the dynamics of sales of agricultural products in all areas in Ukraine, the structure of agricultural production and average prices of agricultural products in the types of producers. SWOT-analysis conducted by major agricultural producers given the opportunity to clarify a number of objective and subjective reasons and factors that may affect the development of marketing strategies in agriculture. The article stated that the concept of marketing system is based on the fact that in the process of production and economic and market activity is a balance of interests of agricultural producers, consumers, society and the environment. Investment attractiveness through marketing activities formed by the combined effects of factors, the main ones are: firstly, guaranteeing income and profits while minimizing market risk, which is achieved through the implementation of agricultural production and the sale of products in accordance with the revealed and the prevailing market requirements; Secondly, the latest research of products as an investment resource that occurs during the planning and conduct market research regarding customers, competitors, the environment and market conditions; Third, the use of innovative tools as the investment component in the implementation of all marketing mix that includes commodity, the price, a distribution and communication policy of the relevant market; fourthly, involvement in the field of agricultural production and economic and market of diverse professionals qualification training to be evaluated as pre-made investment support agriculture. Keywords: agrarian sector, marketing system, sales of agricultural products, selling price, SWOT-analysis.
Authors and Affiliations
І. В. Безп'ята
Keywords
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