{"id":6024,"date":"2021-03-05T11:31:50","date_gmt":"2021-03-05T09:31:50","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=6024"},"modified":"2021-11-16T13:31:41","modified_gmt":"2021-11-16T11:31:41","slug":"metodologichni-zasady-oczinky-markety","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=6024","title":{"rendered":"\u041c\u0435\u0442\u043e\u0434\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0456 \u0437\u0430\u0441\u0430\u0434\u0438 \u043e\u0446\u0456\u043d\u043a\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u0441\u0443\u0431\u2019\u0454\u043a\u0442\u0456\u0432 \u0430\u0433\u0440\u0430\u0440\u043d\u043e\u0433\u043e \u0431\u0456\u0437\u043d\u0435\u0441\u0443"},"content":{"rendered":"

<\/p>\n

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METHODOLOGICAL PRINCIPLES OF EVALUATION OF MARKETING ACTIVITY OF AGRICULTURAL BUSINESS ENTITIES<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 297-301. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 2, 2020 (28<\/strong>4)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0413\u0456\u0440\u0436\u0435\u0432\u0430 \u041e. \u041c.
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\n\u041c\u0435\u0445\u043e\u0432\u0441\u044c\u043a\u0438\u0439 \u0410. \u0412.
\n\u0425\u0430\u0440\u043a\u0456\u0432\u0441\u044c\u043a\u043e\u0433\u043e \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0442\u0435\u0445\u043d\u0456\u0447\u043d\u043e\u0433\u043e \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442\u0443 \u0441\u0456\u043b\u044c\u0441\u044c\u043a\u043e\u0433\u043e \u0433\u043e\u0441\u043f\u043e\u0434\u0430\u0440\u0441\u0442\u0432\u0430 \u0456\u043c\u0435\u043d\u0456 \u041f\u0435\u0442\u0440\u0430 \u0412\u0430\u0441\u0438\u043b\u0435\u043d\u043a\u0430<\/p>\n

Girzheva O.
\nKharkiv Petro Vasylenko National Technical University of Agriculture<\/p>\n

Mekhovskyi A.
\nKharkiv Petro Vasylenko National Technical University of Agriculture<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-284-4(2)-52<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 03.08.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 28.09.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u043c\u0435\u0442\u043e\u0434\u043e\u043b\u043e\u0433\u0456\u044f, \u043c\u0435\u0442\u043e\u0434\u0438, \u043e\u0446\u0456\u043d\u043a\u0430, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0441\u0443\u0431\u2019\u0454\u043a\u0442\u0438 \u0430\u0433\u0440\u0430\u0440\u043d\u043e\u0433\u043e \u0431\u0456\u0437\u043d\u0435\u0441\u0443.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

One of the important factors in ensuring the economic stability of agribusiness is marketing and marketing activities, so the development of methodological approaches to its evaluation based on a system of balanced scores, taking into account the characteristics of the industry, strategic business orientation will allow businesses to implement operational and strategic goals, tasks for sustainable development based on the implementation of marketing functions. The marketing system of the agricultural sector of the economy has its own characteristics, which are determined by the specifics of agricultural products, in contrast to industrial enterprises, for which most scientists have developed methods for assessing the implementation of marketing activities and its effectiveness.
\nThe purpose of the article is to develop methodological principles for assessing marketing policy and measures for its implementation in agricultural enterprises and other business entities.
\nThe proposed method of assessing the status and effectiveness of marketing activities of agricultural enterprises is to conduct a questionnaire survey of business leaders and determine quantitative indicators of the state of marketing activities, obtained by methods of questionnaires and diagnostics of enterprises according to reporting data. The article presents the structure of the components of the marketing system of an agricultural enterprise in the field of crop production, which includes such marketing subsystems as the functional support of marketing activities; marketing research of the market environment; marketing actions of the enterprise and their results. As the main indicators of the effectiveness of marketing activities of agricultural producers, we propose to use the following: market share of the enterprise in the main markets of products, relative market share relative to the leader, sales growth, profitability of product sales and the level of profitability of the enterprise; efficiency ratio using market share and level of product profitability. It is established that these indicators of evaluation of marketing activities and its effectiveness should be calculated in the dynamics and regardless of whether they have a marketing department.
\nKeywords :<\/strong> methodology, methods, evaluation, marketing, agrarian business entities.<\/p>\n

Reference<\/strong><\/p>\n

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    \n
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  11. Shtuchka, T.V. (2014). \u00abMethodical approaches to the assessment of marketing activities of enterprises in the agri-food sector\u00bb. Ekonomichnyi analiz. no 18 (3). pp. 96-102.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[37],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/6024"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6024"}],"version-history":[{"count":4,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/6024\/revisions"}],"predecessor-version":[{"id":9382,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/6024\/revisions\/9382"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6024"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=6024"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=6024"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}