MARKETING MANAGEMENT SYSTEM AT AGRICULTURAL ENTERPRISES

In the article the theoretical and methodical research of system of marketing management at the agricultural enterprises, its features and functions are considered. The application of marketing approaches by agricultural enterprises allows to clearly identifying the prospects for enterprises to enter new markets, to choose the optimal strategy and tactics of development, to identify promising areas for increasing competitive advantages. A study of the content of the concept of «agricultural marketing», which allowed to form their own vision of the semantics of this concept. Under agricultural marketing, we understand the activities in the market, aimed at forming and implementing the concept of marketing at all stages of reproduction of agricultural products in order to best meet the needs of consumers. The main features of marketing management of an agricultural enterprise are determined. The peculiarities of marketing management in an agricultural enterprise is include: the object of agricultural marketing is a commodity; seasonality of production; lack of a clear land market policy; high level of competition. The article analyzes the functions of marketing management in agricultural enterprises, namely: information and analytical, planning, organization and coordination, motivation, control. According to the functions, the goals of marketing at agricultural enterprises are determined. Based on the logical analysis, a model of the marketing management system of an agricultural enterprise includes the main functions and the formation of a complex of agricultural marketing. This model of marketing management in an agricultural enterprise contains five key blocks: informational, motivational, organizational, planning, control and audit.