Rybintsev V. Grape and Wine Marketing

Object of research: the enterprises of all patterns of ownership in sphere of manufacture, processing, preservation and selling of production the grape and wine grocery subcomplex of Ukraine. The purpose of research: development of theoretical and methodological bases of marketing and its functions in the grape and wine grocery subcomplex in conditions of transition to market system of managing. Methods: the economic analysis, modeling, statistical groupings, correlation-regress, account of factors of elasticity, abstract-logic, motivation-psychological, account-constructive. Theoretical and practical results: the theoretic-methodological rules of marketing's system are developed and its role in increase of efficiency the grape and wine subcomplex, maintenance of competitiveness of facilities of various patterns of ownership, decrease of volumes falsification wine production is proved; economic-mathematical models of optimization of raw base the wine enterprises and assortment of commodity production;the recommendations for organization of selling of a grapes and fault have found the further development in practice of the enterprises subcomplex. Scientific novelty: the mechanisms of marketing activity are advanced on the basis of its functions and management the grape and wine enterprise on principles of marketing; the role of the prices in definition of competitiveness of the enterprises in market environment is proved; the scientific-methodical base of formation of the commodity offer of a grapes and wine production is determined. Degree of introduction: the results of researches are introduced at state, regional and local levels of management of economic activity in the grape and wine subcomplex, are used in fundamental and applied research jobs Nikitsky botanical garden, in educational process of the Nikolaev state agrarian academy, Kuban state agrarian university, Crimean state agrarian university. Efficiency: use of results research will assist stabilization and increase of efficiency functioning thegrape and wine subcomplex, escalating of manufacture of qualitative production and its export potential. Sphere, branch of use: the enterprises АIC of Ukraine.