Marketing policy of farms in Ukraine

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.