The functional basis of agricultural marketing

Abstract

The article is examined key principles, func­tions, systems and methods that allow ensuring market orientation of the production and sales activities of the enterprise, where effective management decisions are based not only on the capabilities of the manufacturer, but also prima­rily the needs of the agro-industrial market, existing and potential needs of consumers and buyers of agricultural products. It was the first time to propose a definition of the functional basis of agricultural marketing – it is a system of organizational, economic, technical, financial and commercial functions of enterprises, united by a synergistic effect, and aimed at optimal and adaptive satisfaction of consumer demand for agricultural products and food security. It has been established that agricultural marketing can be implemented in mechanisms of mutually beneficial exchange between various market subjects, create conditions for identifying con­sumer requirements and determining the possibi­lities of their satisfaction, which will provide an opportunity to study the agricultural market and forecast its dynamics, form demand for the products of this market and stimulate it distribution The main aim of the research is to offer the author’s interpretation of the concept of "agricultural marketing" and to determine of the functional basis of agricultural marketing in the conditions of martial law. The main hypothesis of the research is to prove the effectiveness of the functional basis of agricultural marketing in the conditions of a full-scale invasion of the Russian Federation on the territory of Ukraine. It has been proven that for effective planning and management of agrarian business of the national economy in the conditions of a full-scale invasion, as well as taking into account the existing conditions (alienation of territories, damage and occupation of part of the land), entrepreneurs are forced to effectively and quickly implement agricultural marketing in its economic activity for researching consumer needs, forecasting demand, studying assortment policy and developing a production program, studying channels of goods movement and organizing safe sales.