MANAGING AGRICULTURAL ENTERPRISES WITH REGARD TO STRUCTURING THE MARKETING PROCESS

Abstract

The article analyzes the process of structuring the marketing of agricultural enterprises in market conditions and its impact on the safety of the agricultural sector. After a brief analysis of recent researches, author considers some general concepts of marketing management. Detailed attention is paid to the stages of the process of marketing management and eight stages of the process of marketing management of agricultural enterprises. In the stage 1 a comparison of different types of market analysis is given. In the following stages are analyzed: selecting the market segments, choosing the concept of the agricultural enterprise, formation of marketing strategies, singling out the marketing mix, planning and development of marketing programs, the organization of marketing activities, coordination and monitoring and analysis of marketing of the enterprise. At the end of the article four key rules of marketing management for proper marketing management in advanced enterprise are specified. For proper organization of the marketing management in the developed enterprise, author suggests that four basic rules of marketing management should be used: "primary communicator", "establishing of interconnected system between market players", "integration of PR and advertising", and "marketing control and audit".