Zorya O. Marketing Aspects of Increasing Effectiveness of Producing Fruit and Vegetable Production

The dissertation is devoted to researching and summarizing theoretical and methodical aspects, developing methodical and practical recommendations as to using marketing in increasing effectiveness of producing fruit and vegetable production in the region. Theoretical and methodical aspects of marketing and marketing management and its significance in producing farm products have been examined. Economic effectiveness of using marketing actions at the enterprises of fruit and vegetable branch has been determined. Tendencies and perspectives of developing fruit and vegetable subcomplex in Ukraine and in the world have been researched. Peculiarities of functioning and tendencies of developing fruit and vegetable subcomplex in modern conditions have been analyzed. Effectiveness of producing fruit and vegetable production in Poltava region has been evaluated. Peculiarities of selling this production in farm enterprises of Poltava region have been established. Marketing ways of improving production process and production sale in fruit and vegetable subcomplex which will be helpful in obtaining additional profit and increasing output of production have been de veloped and offered to farm enterprises in Poltava region.