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).
The journal is added to the List of printed scientific professional publications in the field of economic Sciences by the Ministry of education and science of Ukraine from КВ № 25436-15376ПР dated 13.01.2023.
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Innovative marketing activity in the agribusiness operators competitiveness management

# 9 64-71 Download/view full article

УДК 338.439.5

ЗАЙЦЕВ Ю. О.,
кандидат економічних наук, доцент,
Харківський національний технічний університет
сільського господарства імені Петра Василенка

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 agrifood products in the first place should take into account the purchasing power of the consumer.

Key words: competition, innovative marketing activity, marketing conceptions, organizational and economic mechanism, market.

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The article was received 17.09.2017