TRANSFORMATION OF STATE MARKETING IN THE SYSTEMS OF COMMODITY MARKETS DURING THE WAR AND POST-WAR PERIODS

Abstract

Topicality. State marketing is one of the adaptive tools for selective regulation of commodity market systems in conditions of instability. The basis of state marketing is the identification and realization of socio-economic interests of society, which is the ultimate goal of state policy. In wartime and post-war periods, the vector of state selective regulation should be endogenously oriented, primarily to meet domestic consumer needs by intensifying the activities of processing sectors, preserving the capacity of existing commodity markets and forming new markets for innovative value-added products. Public marketing tools adapted, on the one hand, to the specifics of the reproduction processes of the relevant markets, and, on the other hand, to security risks and environmental variability, can play an important role in the implementation of strategic tasks of selective regulation of commodity market systems.Aim and tasks. The purpose of the article is to substantiate the theoretical foundations of the transformation of state marketing in the system of commodity markets, and promising instruments of state marketing for selective regulation of strategic markets in the wartime and post-war periods. Objectives of the study: to define the theoretical essence of state marketing in the system of commodity markets; to carry out a comparative characterization of micromarketing (enterprise marketing) and state marketing of commodity markets by the main features; to substantiate the importance of social orientation of state marketing in wartime based on the analysis of factors influencing the economic availability of food for the population; to identify promising marketing tools for restoring domestic commodity markets and realizing the potential of the state.Materials and Methods. The results of the theoretical generalization of scientific works and methodological approaches in the field of state marketing, which are covered in publications of fundamental and applied nature, as well as analytical data of the State Statistics Service of Ukraine, the National Bank of Ukraine form the information and methodological basis of the study. To solve the tasks set, the methods of systematic, structural and logical, comparative, and statistical analysis were used.Research results. On the basis of a comparative analysis of state marketing and micromarketing, the leading characteristics and conditions for the transformation of state marketing instruments are determined, which should be based on the coordination of market goals of producers with the priority socio-economic tasks of resilient development of the state in the wartime and postwar periods. The author establishes a binary social and production goal of using the State marketing aimed at stimulating both rational consumer demand and social orientation of market participants. The immanent characteristics of the State marketing are defined, which in modern conditions of instability have an adaptive nature, aimed at the reproduction development of adjacent commodity markets, spatial and temporal coordination of supply and demand, and the strategic dimension of the implementation of marketing activities.It is substantiated that in the postwar period, public procurement and government orders, including green procurement, can become promising marketing tools for the restoration of domestic commodity markets and the implementation of the tasks of Project 8 "Development of Value-Added Economic Sectors" of the Postwar Recovery Plan of Ukraine. Also, state marketing tools can find practical application in the implementation of the strategic goals of the National Economic Strategy until 2030 in the market dimension.Conclusion. The scientific novelty of the study lies in the development of the theoretical foundations for the transformation of state marketing in commodity market systems, substantiation of the essential characteristics of state marketing, its adaptive and socially oriented nature, which allows targeted application of marketing tools for selective regulation of commodity markets in the context of security risks and internal transformations, solving strategic tasks of resilient development in the wartime and post-war periods. The practical significance of the results obtained is determined by the possibility of using the scientific and applied principles of state marketing in commodity market systems by authorities at various levels in the course of improving the mechanisms of selective regulation of strategic markets on the basis of an adaptive approach.