MARKETING MANAGEMENT FOR AGRICULTURAL ENTERPRISES IN THE CONTEXT OF ENTERING INTERNATIONAL MARKETS: NEW THREATS
Abstract
The purpose of the study is to characterize the features of marketing management for agro-industrial enterprises in the context of entering international markets. Market research provides businesses across industries with invaluable insight into customer benefits, industry trends, and the competitive landscape. Such information helps develop new products, improve existing offerings, and create messages that resonate with target audiences. Therefore, marketing management involves planning, implementing and monitoring marketing strategies, ensuring that these efforts meet overall business goals and are adapted to changing market conditions. Marketing management is defined to ensure that activities become coherent, focused and effectively integrated into the wider strategy, thereby increasing reach and engagement with target audiences. Effective marketing management has been proven to promote innovation and new product development. Let us note that it is marketing management that plays a decisive role in the allocation of resources. It helps businesses determine the most effective way to spend their marketing budget, be it through advertising, promotions, public relations or digital marketing channels. It has been found that by staying abreast of market needs and using marketing information, agribusinesses can maintain their competitiveness by continually providing innovative solutions to meet the needs of customers around the world. In our opinion, marketing management plays a critical role in understanding and adapting to local market requirements and consumer preferences. Research and market analysis, which are integral components of effective marketing, enable agribusinesses to tailor their products, services to meet the specific needs and advantages of each new market. The key features of a modern marketing management system at agro-industrial enterprises are highlighted. The basic principles of marketing management when entering international markets are characterized.
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