MARKETING COMMODITY POLICY OF AGRICULTURAL ENTERPRISES ON THE MARKET OF SUNFLOWER
Keywords:
Key words, marketing product policy, marketing environment, macro environment, microenvironment, alternatives.Abstract
Kulish T.V. MARKETING COMMODITY POLICY OF AGRICULTURAL ENTERPRISES ON THE MARKET OF SUNFLOWER
Purpose. The purpose of the study is to identify the main aspects formation of agricultural enterprises marketing policy, taking into account marketing environment factors.
Methodology of research. To achieve this goal, the following tasks were set and solved in the work: determining the relevance of effective marketing commodity policy formation for agricultural enterprises; research of macro-marketing environment factors in the sunflower market; the evaluation influence of micro-marketing environment factors on the sunflower market; substantiation of alternatives for marketing commodity policy formation for agricultural enterprises in the sunflower market.
Findings. As a result of the research, the macro and microenvironment factors of the sunflower seed market were analyzed, the opportunities and threats to the marketing environment were identified, and the main alternatives to the commodity policy formation for agricultural enterprises in the sunflower market were identified.
Originality. To substantiate the marketing policy of agricultural enterprises, taking into account the marketing environment factors, we use an expert assessment of factors, the essence of which is to select factors, assess their impact, score and identify alternatives to realizing opportunities or overcoming threats. It is determined that in order to increase the efficiency of growing and selling sunflower seeds it is necessary: state regulation of export-import operations; the improvement regional placement of crops, the use of protection appropriate means, the strict adherence to the requirements of alternating sunflower crops in the fields of crop rotation, the introduction of high-yield hybrids, attracting the necessary funds for development of the industry and material resources.
Practical value. As a result of the strengths and weaknesses analysis, the alternatives determined that the most appropriate for commodity policy formation of agricultural enterprises in the sunflower market is to expand the range of sunflower processing products and introduce organic production of sunflower seeds.
Key words: marketing product policy; marketing environment; macro environment; microenvironment; alternatives.
References
Dichenko, A.L. (2016), “Conditions of formation of marketing commodity policy of agricultural enterprises”, Agrosvit, no. 7, pp. 39-43.
Dichenko, A.L. (2015), “Peculiarities, factors of formation and functions of marketing commodity policy of agricultural enterprises as a component of agrarian marketing”, Global and national problems of the economy, no. 6, pp. 153-157.
Larina, Ya.S. (2012), “Definitive Trends and Factors of the Marketing Environment of Enterprises in the Market for Sunflower Oil”, Agrosvit, no. 8, pp. 7-10.
Legeza, D.G. (2015), “The Influence of Marketing Factors on the Competitiveness of Ukrainian Enterprises”, Bulletin of the Kyrgyz National University named after. J. Baoassagina, no. 6, pp. 115-127.
Legeza, D.G. (2015), Regional competitiveness competitiveness of agricultural enterprises, Economics and Business: Sb. sciences Works / School of Economics "Kyiv National Economic University named after V. Hetman, no. 34-35, part 2, pp. 166-179.
6.Krykavskyi, Ye., Deineha, I., Deineha, O., and Patora, R. (2012), Marketynhova tovarna polityka [Marketing Commodity Policy], textbook, Lviv Polytechnic, Lviv, Ukraine.
Oleksenko, R.I. Kraskova, I.O., and Polishchuk, M.M. (2011), “Functions and role of marketing in modern economic conditions”, Effective economy, no. 11, available at: http://www.economy.nayka.com.ua/?op=1&z=777. (access date December 18, 2017).
Starostina, A.O. (2012), Marketynhovi doslidzhennia natsionalnykh i mizhnarodnykh rynkiv [Market researches of national and international markets], textbook, Lazarit Polygraph LLC, Kyiv, Ukraine.
Downloads
Published
Issue
Section
License
Open-access articles (open-access journals)
Authors whose articles are published in open-access retain all rights to the content of the articles.
Open access articles are committed to be published under Creative Commons Attribution (CC BY) 4.0. This license allows others to distribute, edit, correct and build upon your work, even commercially, as long as they indicate your authorship. Detailed information at Creative Commons site: https://creativecommons.org/licenses/by/4.0/
Permissions for open-access journals
If the article is published in open-access under CC BY 4.0 or CC BY-NC 4.0 (which was possible till the 15th of December, 2018) licenses, users may reproduce it in accordance with their terms.
Additionally, if the article had been published under CC BY-NC 4.0 (this license authorizes others to download your works and share them with others as long as they indicate your authorship, but they can’t use them commercially in any case.), the use for the following commercial purposes requires permission:
– reproduction of content in a work or product intended for sale;
– reproduction in presentations, brochures or other marketing materials used for commercial purposes;
– distribution of the content to promote or market a person, product, course, service or organization;
– text and data mining for the purpose of creating a saleable product or product which benefits from promotional or advertising revenue;
– use of the content by a commercial entity or individual for the purposes of remuneration, directly or indirectly through sale, licensing, promotion or advertising;
– linking to the content (in an email, webpage, portable electronic device or otherwise) for the specific purpose of marketing or advertising a person, product, course, service or organization for commercial benefit.
For further details and permission requests, please contact.
