Pavlenko A. Management of demand stimulation in marketing activities of farms

The dissertation is devoted to solving the scientific and practical task of forming theoretical, methodical and practical principles of forming a demand management system for products as part of a complex system of marketing communications in the activities of farms. The conceptual apparatus of the research problem, in particular the interpretation of the concept of "customer orientation" in the context of the development of farms, is specified in the work. The complex system of interaction of the farm economy with consumers in the market is revealed. The foreign experience of organization of effective marketing of relations of farms is generalized and the directions of its use in national practice are substantiated. The methodical approaches concerning formation and support of the system of client-oriented marketing of farms are considered. The state and dynamics of changes in the efficiency of activity and competitiveness of farms in the Sumy region are analyzed. The complex system of indicators of estimation of consumer loyalty to farm products production has been improved. The basic scientific approaches to ensuring the competitiveness of farms through customer orientation are substantiated. The scientific and methodical principles of management of the process of consumer attitude towards the production of farms are proposed. The scientific and methodical principles of management of stimulating demand for farm products as a component of competitiveness are substantiated, which is a logically connected integrated system adapted to their marketing management system and provides a synergistic effect due to the joint marketing efforts of commodity producers with subjects of the target market of sales products. Identified features and regularities of a complex system of interaction of a farmer with consumers in the market by completing a comprehensive marketing approach by the system of information provision of marketing of relations, which is considered as a set of interrelated resources and opportunities, processes and means that ensure the readiness and ability of enterprises to create, maintain and to develop relationships with actors of interaction, to influence them, to push for action to ensure long-term competition rent advantages taking into account changes in the dynamic marketing environment. Improved farm management competitiveness through the use of CRM-systems as a tool for managing customer relationships, which are designed to organize the process of customer service in such a way as to provide the commodity producer with information about the client in the context of his orders to increase sales and increase profitability by increasing the level of consumer satisfaction. The classification criteria for determining the criteria and their systematization in the system of client-oriented marketing of the farm economy are developed based on the essential components, the objectives of the enterprise, the way of interaction with the external environment, which allowed to present what factors provide the behavioral and emotional (affective) components of consumer loyalty, how they are formed in the consciousness of the consumer, how they interact with each other and ultimately affect decision-making by consumers of products.