Bezus R.
Doctor of Economics, professor, Head of Department of Marketing at Dnipro
State Agrarian and Economic University, Dnipro, Ukraine
Kurbatska L.
Ph.D. in Economics, associate professor, Dean of Marketing and Management
faculty at Dnipro State Agrarian and Economic University, Dnipro, Ukraine
Kadyrus I.
Ph.D. in Economics, associate professor of Department of Marketing at Dnipro
State Agrarian and Economic University, Dnipro, Ukraine
THE FORMATION OF THE MARKETING MIX OF AGRICULTURAL
SERVICE COOPERATIVES
Introduction. The essence of service cooperatives is meeting the economic needs
of producers, obtaining the means of production, selling the agricultural products,
providing of services necessary for the economic activity of agricultural producers. The
development of service cooperatives enables agricultural producers to concentrate and
specialize in certain types of production by combining their joint efforts to obtain the
maximum effect from using the resources of each of the participants of the cooperation
[1].
One of the main factors that can improve the efficiency of agricultural service
cooperatives is well-established marketing activity. Combining marketing efforts will
allow agricultural producers: to generate profits not just from agricultural production,
but also from the subsequent stages of the marketing channels; to influence the
stabilization of the market situation; to reduce the risks associated with sales of
products; to attract marketers to conduct market research.
However, the widespread use of joint form of marketing in agrarian enterprises
practice is constrained due to the lack of fundamental research on issues of the
introduction of marketing activities of the service of agricultural cooperatives based on
a system approach taking into account the state of the economy of the agrarian sector
and the prospects of its further development.
Chapter 1. Current state and principles of agricultural service cooperatives
in Ukraine. The establishment of the market relations, development of the competition
and changes of the management forms create new conditions for active use of
marketing in agricultural service cooperatives (ASCs). The implementation of
marketing activities becomes particularly relevant in order to support their functioning;
as inefficient marketing management may compromise the effectiveness of business
even if the production process is effective. Since market economy concentrated on
maximizing the sales of the agricultural service cooperative’s members, then marketing
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