ЕКОНОМІЧНА СУТНІСТЬ СИСТЕМИ МАРКЕТИНГУ АГРАРНИХ ПІДПРИЄМСТВ, ЇЇ СКЛАДОВІ ТА ФУНКЦІЇ

Abstract

У статті розглянуто наукові підходи до визначення економічної сутності системи маркетингу аграрних підприємств. Виявлено, що серед науковців немає загальноприйнятого трактування цієї категорії. Зроблено спробу дати авторське визначення системи маркетингу аграрних підприємств», узагальнено її складові та функції. Розроблено структурно-логічну модель системи маркетингу аграрних підприємств з позицій функціонального підходу

В статье рассмотрены научные подходы к определению экономической сущности системы маркетинга аграрных предприятий. Установлено, что среди ученых нет общепринятой трактовки этой категории. Сделана попытка дать авторское определение системы маркетинга аграрных предприятий», обобщенно ее составляющие и функции. Разработана структурно-логическая модель системы маркетинга аграрных предприятий с позиций функционального подхода

During the last decade the vast majority of domestic enterprises use different marketing tools to ensure success in the market. But the best result is possible only if the marketing activities of the company will be considered and organized as a system. The subject of the article is to study the formation of the marketing system of agricultural enterprises. The purpose of this paper is a synthesis of scientific approaches to the interpretation of economic content of the category "marketing system of agricultural enterprises", the definition of its components and functions. The study used the following methods: induction and deduction – in the definition of "marketing system for agricultural enterprises"; system – in the interpretation of the company as the marketing system; generalization, comparison and grouping – in identifying its components and functions; monographic – in the study of national experience of marketing enterprises. The results. In the article the scientific approaches to determining the economic essence of marketing system of agricultural enterprises have been considered. It has been revealed that among scientists there is no generally accepted treatment of this category. An attempt has been made to give the author's definition of agricultural enterprises marketing according to which it is treated as internally organized in relation to the environment and interacting set of interrelated components (economic, social, organizational, technical and technological), a complete unity of which provides a customer satisfaction, on the one hand, and on the other – achievement of goals by economic unity. The main components of this system are subsystems such as marketing information subsystem; subsystem of marketing means and marketing management subsystem. Depending on the purpose marketing functions are divided into certain groups within each subsystem marketing. The main purpose of marketing information subsystem is market research, during which the following functions will be carried out: a comprehensive market research, study of consumers, research of competitors. Marketing management subsystem provides the following functions: defining of marketing objectives and marketing management as a system. Functions on the planning of production, implementation of goods movement, pricing and communications policy are fixed in the subsystem of marketing means. The worked out structural-logical model of marketing of agricultural enterprises with functional viewpoint reflects marketing activities as integrity, consisting of its major functional areas. The scope of results. The results can be used by agricultural enterprises for effective marketing system, and by scientists to deepen and develop the theoretical basis of marketing.