ACTUAL PROBLEMS OF MARKETING IN AGRICULTURAL ENTERPRISES
The problems of application basic elements of marketing agricultural enterprises of Ukraine are described. The urgency of these problems due to immaturity of agricultural market infrastructure, high level of monopolization of the procurement of products. Analyzed alternative views of different scientific schools and trends on the essence of marketing. The conclusion of the impact on the transformation of attitudes purposes of marketing activities in different historical periods. Zamitne reduce the perception of practical significance hronichnosti marketing is considered the result of problems in the agricultural sector of Ukraine and the complexity of their solutions using marketing tools. It is shown that marketing activities intuitively perform all producers. They are mainly oriented to the level of current prices, excluding the expected changes. Prices of agricultural products are very volatile. To adapt it to this extremely difficult, which is the most significant problem of marketing of domestic agricultural producers. It is shown that in these conditions the efficiency of public financial support are reduced. Proposed state support of agriculture in Ukraine spent on market research, its research results free transfer to units of management. The possibility of adapting farms to the existing market environment forming vertical marketing systems that efforts directed at end users, which meets the defining principles of marketing. It is shown, that a necessary condition for effective marketing of agricultural enterprises is the formation of agricultural market infrastructure. The ways of generating market and stabilize prices is to promote exchange activities, the organization auction trading in the wholesale markets of agricultural products. Formed so prices will affect the general price level in other distribution channels. The total price stabilization is a prerequisite for the development of capital–intensive industries with a long payback investment, especially dairy.
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