STRUCTURE AND PROCESS OF MANAGEMENT OF THE MARKETING COMPLEX OF AN AGRICULTURAL ENTERPRISE

Abstract

The increasing complexity and turbulence of the business environment in Ukraine requires managers of agricultural enterprises to review marketing tools and instruments. One of the ways to achieve this is to use the most modern options for marketing complexes. The purpose of the study is to generalize theoretical and methodological approaches to the content and features of the formation and implementation of marketing complexes in the market activities of agricultural producers. It has been established that the modern development of marketing in agri-food markets is characterized by a gradual transition to marketing focused on building mutually beneficial relationships between market participants. After all, marketing for agricultural enterprises covers not only the sale of goods and services; it includes a set of activities based on in-depth market analysis, assortment development, and the construction of effective distribution and promotion channels. The traditional marketing mix remains the basic foundation of most businesses. However, changes in the marketing environment, digitalization of business, and increased competition have necessitated its expansion. The evolution of marketing concepts has led to the emergence of new models that include additional elements that detail the interaction of the enterprise with the market. Among such models, the concepts of 5P, 7P, 8P, 12P, 4С and 4А have become widespread. The article examines the specifics of marketing in agri-food markets, in particular: the role of quality, assortment optimization and certification, the structure of sales channels, approaches to pricing, promotion methods, the influence of the marketing environment and modern trends. Recommendations are outlined for improving the efficiency of managing the marketing mix of agricultural enterprises. Elements of the marketing mix can be implemented with maximum efficiency based on a systemic or process approach, taking into account specific factors affecting the agricultural markets of Ukraine.