Pshenychna T. Marketing providing for quality of goods under conditions of the WTO

This dissertation is devoted to the development of the main organizational and methodological aspects for improvement of marketing activity of the enterprises on the basis of quality management according to international standards. The combination of theoretical and methodological approaches to the marketing management of the enterprises' goods quality in the domestic market of dairy products in accordance with the WTO requirements are investigated. The current state of milk production, its processing and realization in Ukraine and the Chernihiv region are analyzed. The systematic study of the current market for milk and dairy products for the marketing chain "production - delivery to processing - processing - sale" has been done. It's allowed to discover the current state of supply and demand, prices, market conditions, assessment of its segmentation and competitiveness. The strategy of creating dairy clusters in the Chernihiv region is developed and the clustering model on the basis of resource potential types is offered. The methodological approaches to the forming of cluster formation as part of the three-level integration model, production, processing and sale of milk and dairy products at the regional level are substantiated. The marketing strategic directions of enterprises activity of production and processing of milk under conditions set by the WTO are determined.