Levkiv H. Marketing management of promotion of farms diary goods at consumption market.

Object of research: is economic relations in the process of supply and promotion of dairy products of agrarian units at consumption market. The purpose of research: is development of theoretical, methodological and applied aspects of marketing management of promotion of dairy products of agrarian units at consumption market, as well as ways of their effectiveness increase. Methods: abstract and logical, monographic, statistical and economic, systematical and comparative analysis. Trustworthiness of the received results, conclusions and proposals is provided by deep analysis of empirical data. Theoretical and practical results: are directed at establishment and effective functioning of mechanism of marketing management of the process of promotion of dairy products of agrarian units at consumption market, which allow clear determination of main directions of its effectiveness increase and contribution to the establishment of optimum marketing strategies of the development of dairy market as well as preparation and making effective marketing managerial decisions. The received results allows improvement of the system of marketing management of processes of supply and dairy products promotion basing on proposed fundamentals as to modeling of behavior of food consumer, as well as determined approaches as to formation of optimal logistic system in the process of marketing management of supply and promotion of dairy products of agrarian units at consumption market. Scientific novelty: for the first time ways of improvement of mar¬keting management of promotion of dairy products of agrarian units at consumption market, basing on the use of economic and mathematic models of optimization of purchase of milk raw ma¬terial by purveying centers and optimization of ready products transportation to an ultimate consumer are determined. Mo¬del of structuring of the process of marketing management of dairy products promotion at consumption market and methodological approaches as to formation of optimal logistic systems in the process of marketing management of dairy products promotion at consumption market is improved. The following points have been further developed: theoretical basis of the process of sup-ply as an object of marketing management in the sphere of AIC, including analytical, operative and production stages; concept of partnership marketing in the process of organization of supply system and dairy products promotion at consumption market; mar¬keting segmentation of dairy market as determinants of prepara-tion and making effective marketing managerial decisions; fundamentals as to improvement of system of marketing man-agement of the process of purchase of dairy products basing on modeling of behavior of food consumer; proposals as to forma-tion of optimal marketing strategy of management of processes of supply and promotion at dairy market Level of introduction: main department of agro industrial development in Lviv regional state administration, department of agro industrial development of Pustomyty district state administration, Busk milk plant, limited company „Galmoltorg” Effectiveness: application of the research results allows improvement of marketing management of promotion of dairy products of agrarian units at consumption market. Sphere, field of usage: main department of agro industrial development of regional and district state administrations, department of agro industrial development of Pustomyty district state administration, Busk milk plant, limited company „Galmoltorg” as well as educational process of Lviv National University of Veterinary Medicine named after S.Z.Gzhytskyy.