Marketing policy of farms in Ukraine

Kateryna YAHELSKA, Liubov VASYLYSHYNA
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Abstract

Unequal conditions for the functioning of farms as a part of agricultural sector require strategic thinking and marketing orientation from farmers. The limited use of marketing tools in the management activities of farmers is associated with insufficiently adapted marketing provision for the specifics of farming. The aim of the article is to substantiate the marketing provision of the strategic development of farming based on a rational combination of optimal elements of modification models of the marketing mix. The theoretical and methodolo­gical basis of the research was made up of the fundamental positions of the general economic theory, the system-structural analysis of econo­mic processes, the results of the scientists’ work on the researched issues. Monographic, abstract-logical, graphic methods, analysis and synthesis, analogy, theory of rational choice, methods of points, expert evaluations, combi­ning, analytical hierarchy, and statistical proces­sing of information were used in the research process. Prerequisites of the marketing type of farm management are determined. Based on the generalization of the problems of farming in modern conditions, the expediency of using strategic marketing tools in the process of its activity is argued. The meaning and significance of marketing provision in the development of farming is revealed. A model of the farm marketing complex has been created. The marketing support of farming is substantiated, within which examples of the use of strategic tools are given. Farms that use strategic marketing have the advantages of successful adaptation to the market, different from their competitors. The application of reasonable marketing provision for the development of farming on the basis of a marketing mix adapted to the specifics of farming expands its possibilities and strategic horizons as a progressive business form.
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乌克兰农场的营销政策
农场作为农业部门一部分的不平等条件要求农民进行战略思考和营销导向。在农民的管理活动中,营销工具的使用有限,这与不充分适应农业具体情况的营销提供有关。本文旨在通过营销组合修正模型中最优要素的合理组合,实证农业战略发展的营销供给。该研究的理论和方法基础由一般经济理论的基本立场、经济过程的系统结构分析和科学家对研究问题的工作成果组成。在研究过程中运用了专著法、抽象逻辑法、图解法、分析综合法、类比法、理性选择理论、点数法、专家评价法、组合法、层次分析法和信息统计处理等方法。确定了市场型农场经营的先决条件。在概括现代条件下农业问题的基础上,论证了在农业活动过程中使用战略营销工具的权宜之计。揭示了市场供给在农业发展中的意义和意义。一个农场营销综合体的模型已经创建。农业的营销支持得到证实,其中给出了使用战略工具的例子。使用战略营销的农场具有成功适应市场的优势,与竞争对手不同。在适应农业具体情况的营销组合的基础上,为农业发展应用合理的营销规定,扩大了其作为一种进步的商业形式的可能性和战略视野。
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