Puriha I. Marketing orientation of sales management of agrarian enterprises

The dissertation is devoted to the substantiation of theoretical, methodical and applied provisions of the marketing orientation of sales management of agrarian enterprises. The realization of the purpose of the dissertation resulted in the solution of the complex of mutually agreed tasks, in particular, the theoretical bases are generalized and a conceptual-categorical apparatus on marketing orientation and marketing activities is developed, as well as an analysis of the prerequisites for the introduction of marketing orientation mechanisms for the marketing activities of agrarian enterprises. We succeeded in substantiating the expediency of determining the marketing activity of agrarian enterprises and determining the parameters of its levels and systematizing the factors influencing the marketing orientation of agrarian enterprises, and carrying out quantitative and qualitative analysis of the degree of their influence. The work identifies the cuts and levels of organization of marketing management by marketing activities of agrarian enterprises, and also develops a methodical approach to hierarchical analysis of marketing activity of agrarian enterprises. The author determined the effectiveness of the practical use of developed scenarios of the organization of marketing management sales activities of the agrarian enterprise and implement the application of methodological approaches developed on the basis of theoretical studies. It is established that the main components of the elastic strategy are the elastic production strategy, the elastic-estimable strategy of consumer behaviour and the elastic strategy of choosing a competitive position. The practical application of the elastic strategy allows you to choose the least risky scenario of the organization of marketing management sales activities of the agrarian enterprise.