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Economy, finances, management: Topical issues of science and practical activity

space SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 4 (58)

Published: 2021.12.24
DOI: 10.37128/2411-4413-2021-4


Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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THE FEATURES OF TRADITIONAL AND DIGITAL MARKETING IN AGRICULTURE

DOI: 10.37128/2411-4413-2021-4-13
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GERMANIUK Natalia – Candidate of Economic Sciences, Senior Lecturer of the Department of Agrarian Management and Marketing, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: natagermanjuk@gmail.com).

Annotation

The article highlights specific features of marketing in agriculture. It is emphasized that key condition for successful development of agricultural marketing is the orientation of farms to ensure their own competitive advantages. Essence of the category «marketing» is revealed. In general, the latter is characterized as a process of promoting goods from producer to buyers, at the level of an individual enterprise – as a mechanism to ensure ways of planning of activity, pricing and distribution of products.

The core principles are presented, on the basis of which the algorithm of agro marketing functioning is developed. It is substantiated that during their own activity agricultural enterprises should take into account the following marketing features: dependence of production volumes on natural and climatic conditions; the importance of products for the population; seasonality of production; variety of forms of ownership and management; different levels of marketing activity; imperfect legislative base.

It is committed a brief overview of the current economic situation in the Ukrainian agricultural sector. We believe that the improvement of the state of development of the domestic agricultural sphere will be facilitated by more active involvement of digital approaches in product promotion. It is approved that the introduction of digital marketing at foreign agricultural enterprises provides great benefits for their successful activity. It is founded, that digital marketing is a marketing strategy to improve the sale of goods and services based on use of digital channels (advertising on radio, contextual internet ads) to attract and retain customers.

Structural components of digital marketing are considered and systematized. The key advantages of digital marketing are revealed. It is clarified that the most convenient means for agricultural producers regarding the improvement of degree of brand recognition is social networks and messengers, as they can be used to establish targeted advertising to neighboring towns or villages and provide feedback in a dialog format with consumers. It is concluded that traditional and digital marketing are a structural mechanism for promoting products on the platform of various communication channels.

Keywords: agriculture, marketing research, competitiveness, farming, digital marketing, audience

List of references

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4. Khrapkina, V.V., & Kuznietsova, K.V. (2019). Rol marketynhovykh doslidzhen u zabezpechenni efektyvnoi roboty pidpryiemstv [The role of marketing research to provide efficiency of the enterprises]. Ekonomika, finansy, menedzhment: aktualni pytannia nauky i praktyky – Economy, finances, management: topical issues of science and practical activity, 5 (45), 64-72. DOI: 10.37128/2411-4413-2019-5-7 [in Ukrainian].

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6. Lutsiak, V.V., & Kolesnyk, T.V. (2019). Doslidzhennia suchasnykh problem formuvannia marketynhovykh kanaliv rozpodilu produktsii malykh ta serednikh fermerskykh hospodarstv [Research of modern problems of formation of marketing channels of distribution of production of small and average farms]. Teoriia, metodolohiia i praktyka hospodarsko-finansovoi diialnosti pidpryiemstv – Theory, methodology and practice of economic and financial activities of enterprises. (pp. 187-195). Poltava: TsFEND, PP «Astraia» [in Ukrainian].

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About journal

Topics of the journal:

051 Economics

071 Accounting and taxation

072 Finance, banking and insurance

073 Management

075 Marketing

076 Business, trade and exchange activities

241 Hotel, restaurant and catering 

281 Public administration

 

Key information:
ISSN (print): 2411-4413
DOI: 10.37128

The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine". 

The scientific edition is assigned the Category "Б" in the field of economics in specialties 051, 071, 072, 073, 075, 076, 241, 281

(Order of the Ministry of Education and Science of Ukraine No. 249, March 17, 2020).

The journal “Economy, finances, management: Topical issues of science and practice” has a Digital Object Identifier (DOI)

The journal “Economy, finances, management: Topical issues of science and practice” is indexed in such database as Index Copernicus Value (https://journals.indexcopernicus.com/search/form)

 

The editorial board of the journal is guided by the principles of scientific, objectivity, professionalism, informational support of the most significant innovative researches, observance of standards of publishing ethics.

The purpose of the journal "Economics, finances, management: Topical issues of science and practical activity» is the coverage of leading scientific ideas in the economic, financial and management activities of the sectors of the national economy and the involvement of representatives of the domestic and foreign scientific professional community.

 

Objectives of the journal:

  • publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
  • expanding partnerships with international scientific publishing organizations;
  • enhancing the culture of reviewing and annotating published material;
  • adherence to editorial ethics.

 

Article publishing is a paid service. Cost for printing in professional publications in accordance with the Decree of the Cabinet of Ministers of Ukraine of August 27, 2010 No. 796 "On approval of the list of paid services that can be provided by state educational institutions, other institutions of the educational system belonging to state and communal ownership" and the order Rector of the Higher Education University Mazura VA dated March 14, 2018 No. 93 “On setting the cost of printing in professional editions of the University”.

The cost of printing one page in professional editions of the university is 60 UAH.

An additional copy of the magazine with the mailing list costs 250 UAH.

Recipient: Vinnytsia National Agrarian University MFO 820172 Current account No. 31256282102055 Code 00497236 Bank State Treasury Service of Ukraine, Kyiv. VAT payer code 004972302286. Registration number 100271744. Purpose of payment: for printing an article in the journal: ”Economy, finances, management: Topical issues of science and practical activity "

History of journal:

It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.

From 2015 ”Economy, finances, management: Topical issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 of PR as of December 31, 2014)

The journal is the successor to the edition ”Collection of Scientific Papers of Vinnytsia National Agrarian University. Series: Economic Sciences. "