Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
The journal is indexed in the International Scientific Center of Index Copernicus International

Competitive basis for the development of innovative marketing activities in the agricultural sector

# 7 48-55 Download/view full article

УДК 338.439.5

ДАНЬКО Ю. І.,
доктор економічних наук, доцент,
ЖМАЙЛОВ В. М.,
кандидат економічних наук, професор,
БЛЮМСЬКА-ДАНЬКО К.В.,
кандидат економічних наук,
Сумський національний аграрний університет

Abstract

The article conducted a comprehensive study of the competitive framework for the development of innovative marketing activity in the agrarian sphere in conditions of transformational changes in the market environment. It is established that the use of advanced marketing concepts allows the enterprise does not passively react to market phenomena and to carry out rational, well-coordinated policy of conquest of markets, on the one hand, fitting a range of products to market demands, and with another – actively shaping needs and demand for the most profitable use of the existing resources. It is proved that the activation of the development of marketing activities and the transition to more advanced concepts depends on the effectiveness of implementation of marketing strategies. It is established that in conditions when the market of some agricultural products there is a high level of competition, it is marketing activities is a determining factor in ensuring the competitive advantages. Monitoring of the consumer market of agricultural products allowed to reveal the fact that there is increasing demand for quality products, availability of trade mark and image of the manufacturer that are an integral part of the innovative marketing activities. Proven consumer market research in agri-food products in the first place should take into account the purchasing power of the consumer.

Key words: competition, innovative marketing activities, marketing concepts, organizational-economic mechanism, the market.

References

  1. Blyumska-Danko K. V. (2015). Rozvitok marketingovoyi diyalnosti agrarnih pidpriemstv [Development of marketing activities of agricultural enterprises]. The dissertation on competition of a scientific degree of candidate of economic Sciences. Kharkiv, p. 24 [in Ukrainian].
  2. Danko Yu. I. (2007). Do pitannya zdiysnennya marketingovoyi diyalnosti agrarnimi pidpriemstvami [To the implementation of marketing activities of agricultural enterprises]. Visnik HNTUSG. Ekonomichni nauki – Bulletin of HNTUSG. Economic science, Issue 56, pp. 88-93 [in Ukrainian].
  3. Erankin O. O. (2010). Transformatsiya marketingu agropromislovih formuvan v umovah globalizatsiyi [The transformation of the marketing of agricultural units in conditions of globalization]. The dissertation on competition of a scientific degree of the doctor of economic Sciences. Kyiv, p. 33 [in Ukrainian].
  4. Zaytsev Yu. (2016). Organizatsiyno-ekonomichni zasadi pobudovi marketingovo-zbutovih sistem agrarnih pidpriemstv na tsilovih produktovih rinkah [Organizational and economic foundations of marketing chains of agricultural enterprises in target product markets]. Problemi i perspektivi ekonomiki ta upravlinnya – Problems and prospects of Economics and management, No 2, pp. 115-122 [in Ukrainian].
  5. Krasnorutskiy O. (2008). Funktsionuvannya marketingovoyi infrastrukturi vnutrishnih rinkiv prodovolstva i silskogospodarskoyi produktsiyi [The functioning of the marketing infrastructure of domestic markets of food and agricultural products]. Zb. nauk. prats molodih vchenih TNEU – Collection of scientific works of young scientists of TSTU, Issue 9, pp. 31-35 [in Ukrainian].
  6. Lupenko Yu. O. (2014). Prioritetni napryami innovatsiynoyi diyalnosti v agrarniy sferi Ukrayini [Priority directions of innovation activity in the agrarian sphere of Ukraine]. Ekonomika APK – Economy AIC, No 12, pp. 5-11 [in Ukrainian].
  7. Chuhray N. I. (2014). Logistika u diyalnosti vertikalnih marketingovih struktur agrarnogo sektora [Logistics activities vertical marketing structures of the agricultural sector]. Naukoviy visnik Lvivskogo natsionalnogo universitetu veterinarnoyi meditsini ta biotehnologiy imeni S.Z. Gzhitskogo – Scientific Bulletin of Lviv national University of veterinary medicine and biotechnologies named after S.Z. Gzhitskogo, Vol. 16, No 1-2 [in Ukrainian].
  8. Babin B. J., and Zikmund W. G. (2015). Exploring marketing research. Cengage Learning [in English].
  9. De Mooij M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications [in English].
  10. Kotler P. et al. (2015). Marketing management. Englewood Cliffs, NJ : Prentice Hall, Vol. 14 [in English].
  11. Sheth J. N., and Sisodia R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge [in English].

The article was received 27.03.2017