Розвиток маркетингових служб на всіх рівнях ринкового інформаційного простору

Abstract

Шелудько Р.М., Шелудько Л.В. Розвиток маркетингових служб на всіх рівнях ринкового інформаційного простору. У статті запропоновано механізм впровадження маркетингової системи у структуру державного регулювання аграрного сектору економіки. Питання впровадження маркетингових відділів розглянуте на рівні підприємство-район-область. Зроблено висновки щодо функцій, функціональних обовязків та кількості працівників маркетингових відділів.

Р.Н. Шелудько, Л.В. Шелудько Развитие маркетинговых служб на всех уровнях рыночного информационного пространства. В статье предложен механизм внедрения маркетинговой системы в структуре государственного регулировании аграрного сектора экономики. Вопрос внедрения маркетинговых отделов рассмотрен на уровне предприятие – район – область. Сделаны выводы по поводу функций, функциональных обязанностей и количества работников маркетинговых отделов.

R.M. Sheludko, L.V. Sheludko Development of marketing services at all levels of informative space. The article proposes the mechanism for the introduction of marketing system in the structure of state regulation of the agrarian sector of the economy. The questions of implementation of marketing departments are considered at the level of enterprise-district-region. The structure of the marketing service is determined by the peculiarities of goods that are offered for sale, and by the goals set by the enterprises. The main functions, carried out by the marketing specialists of the agricultural enterprise are the study of the market conjuncture and the organization of sales. More complex tasks stand before the marketing service of the processing enterprise. Its goal is achieving maximum consumer satisfaction in the conditions of growing competition from foreign and domestic commodity producers. With insignificant amounts of production and sales the creation of marketing service in the farm isn’t advisable. The information about the state of all material and technical resources: machinery, lubricants, fertilizers is not of less importance. The collection and analysis of these data, necessary for effective work in modern conditions, must be ensured by a centralized marketing service serving on a commercial basis all enterprises of the district (region) that require such data. On the basis of analysis of the regional market situation, the district marketing service could give recommendations to the manufacturers about the types of production which will be of the largest demand this year and in the nearest future (in 1-2 years). The district service organizes preliminary collection of consumers orders for a certain number of products. All that is appropriate before sowing crops. Based on this, enterprises can form an economically grounded production program. Thus, the structure of sowing areas and production levels will be planned on the basis of the real demand of consumers, which gets the form of preliminary orders or contracts with the indication of realization price, with which products will be sold after harvesting and that suits both sides. District marketing services work in close contact with the region receiving all the information that lacks for DECISION-making. Receiving the recommendations of marketing services on a commercial basis, the company has the right to follow or not to follow them at their own discretion. The purpose of the regional marketing service (or marketing center) is to create organizational and economic conditions for the most complete satisfaction of the population demand in foodstuffs, agricultural raw materials and services.