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).
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The concept of marketing logistics for crop products and its role in the economic activities of agricultural enterprises

# 10 54-59 Download/view full article

УДК: 631.11:65.012.34

DOI: https://doi.org/10.36887/2524-0455-2024-4-10

Melnychenko Vadym,
Candidate of Economic Sciences, Tech director,
Natural Fertilisers Limited (Ireland),
https://orcid.org/0000-0002-8584-4119

This study adopts a unique approach, drawing on the dialectical method of cognition, fundamental economic theory, marketing, and logistics principles, as well as the works of domestic and foreign scientists. The focus is on the formation of marketing logistics concepts for agricultural enterprises in crop production in the agri-food products market, presenting a fresh perspective that will intrigue and engage the reader. To carry out the research, various general and special scientific research methods were used, including theoretical generalization and comparison (formulation of conclusions and terminology in marketing logistics), monographic (in-depth study of marketing logistics), historical-retrospective (analysis of marketing logistics development), heuristic (assessment of marketing logistics processes in agri-food product markets), graphic (representation of research results and economic process trends), etc. The ‘supply chain of agro-food products’ and its economic significance are explained in detail, making the audience aware of its crucial role. The study establishes the crucial role of logistics in supplying agri-food products for ensuring global food security and promoting competitiveness in Ukraine’s agricultural sector. An analysis of the functions of marketing and logistics of agricultural enterprises revealed a strong connection between the two. Typically, this relationship is demonstrated through elements of the marketing mix, such as product and pricing policies and distribution policies. The product policy in marketing is identified as the most significant element of the marketing mix for agrarian sector enterprises. The author’s definition of the economic essence of the concept of “marketing logistics” is proposed, which performs the management function of coordinating and coordinating marketing and logistics activities in food supply chains and is focused on methods that ensure an adequate level of customer service to provide competitive advantages to enterprises of the agrarian sector in the markets of agri-food products. The concept of marketing logistics for an agricultural enterprise was developed to improve the effectiveness of logistics functions in agrarian formations and implement marketing-based logistics activities. The study provides a comprehensive analysis of the long-term evolution (1961-2021) and price forecast (2023-2031) for agri-food products in real terms. It also offers insights into the structure of global consumption of agri-food products according to needs (food needs, animal feed, biofuel, other needs) in 2019-2021, and a forecast of its development for 2031 based on data from the Food and Agricultural Organization of the United Nations (FAO). This information will keep the audience informed and prepared for future developments in the agri-food industry.

Keywords: marketing logistics, logistics supply chains of agri-food products, world prices for agri-food products, grain crops, corn, food safety, the complex marketing of an agricultural enterprise, the concept of marketing logistics of an agricultural enterprise.

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The article was received 15.05.2024