Забезпечення маркетингової безпеки сільськогосподарських підприємств в стратегічній перспективі
Ensuring Marketing Security of Agricultural Enterprises in the Strategic Perspective

Summary/Abstract: The article is devoted to the problem of formation of the marketing component of economic security to ensure the protection of agricultural enterprises from the effects of destructive influences, to promote stable and most effective development in the strategic perspective. The essence of marketing security as a component of economic security of the enterprise is revealed. The connection between marketing security and the use of marketing tools, which protects the company from the risks associated with marketing activities to maintain the company's competitive position, maintain its viability and solve specific strategic objective is installed. The evolutionary development of models of the marketing complex as a reflection of the inevitability of economic development processes is traced. The process of formation of marketing security is characterized taking into account the sectoral characteristics of agricultural enterprises, which are related to the specifics of goods and sales channels of agricultural enterprises; seasonality of production and the mismatch of the working period and the production period; land as the main means and object of production; higher sensitivity, favorableness, adaptability; the functioning of enterprises mainly in the raw materials market; inelasticity in price and income; the relationship between the degree of differentiation of the alternative combination of sales channels involved in the enterprise and the intensity of demand for specific agricultural products. The development and implementation of measures to counter the threats of agricultural enterprises for certain components of marketing security is proposed. This will increase the effectiveness of marketing tools in the formation of marketing security of agricultural enterprises in the strategic perspective.

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