THE IMPROVEMENT OF MARKETING MANAGEMENT IN AGRARIAN SPHERE
Abstract
Shkolnyi O.O. THE IMPROVEMENT OF MARKETING MANAGEMENT IN AGRARIAN SPHERE
Purpose. The aim of the article is consideration of theoretical and methodological aspects of marketing management and identification of its main features in the agricultural sector of the economy.
Methodology of research. The systems and synergetic approach was applied as the theoretical and methodological basis for the research. Abstractive, logical and empirical methods were used in the process of highlighting the problems of marketing management in agribusiness. The tabular and graphical methods were used for visual presentation of analyzed data.
Findings. The study brings up considerations for the clarification of the marketing concept in agribusiness. The changes that take place in the global market can stimulate Ukraine’s food marketing system development. Agrimarketing has been defined as a concept which is broader than agriselling. The main elements of marketing mix (product, price, place and promotion) highlighted in the context of reflecting consumer preferences, achieving entrepreneurial profits, leveling of contradictions between market institutions.
The causes of seasonal price fluctuation for agricultural products were identified with the aim of developing the risk management mechanisms and governing regulatory programs. Geographical indications have been defined as the tools for attaining the sustainable food system and strengthening competitive positions of agricultural producers. The ethical entrepreneurship issues in agrifood system were discussed in order to reflect current trends in consumer preferences.
Originality. The concept of ethical entrepreneurship in agribusiness has been further developed.
Practical value. The proposed scientific and methodological approaches to the development of marketing management in agrarian sphere can be applied for the improvement of agricultural trade policy and development of regional marketing programs.
Key words: marketing management, price volatility, agricultural commodities, agricultural trade policy, ethical entrepreneurship.
Keywords
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DOI: https://doi.org/10.37332/2309-1533.2020.7-8.14
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