Marketing, sales and logistics of agricultural products in the development management system of an agrarian en-terprise

Abstract

The importance of marketing and logistical activity of agrarian enterprise is substantiated. Significance of introduction and using information systems and technologies in the process of enterprise marketing activity is established. The lack of a proper system of the enterprise activity automation with consideration of the key marketing tasks is determined. The principles of building a system of information provision of marketing activities in an organization are outlined. The necessity of forming open and transparent information was established to harmonize the interests of all participants and their effective interaction. The structure of enterprise marketing information and the process of its use by the subjects of the sphere of circulation, financial and innovative are characterized. The key characteristics of information flows in the enterprise marketing system are identified. The content and structure (blocks) of information provision of marketing activity are explained. The first block is formed by external information used in the enterprise activity (scientific inventions, information about intermediaries, consumers, customers, data from consulting agencies, information from published sources, etc.). The second block is determined through the internal information of the enterprise in the form of annual reports, analytical reports, periodic reports of divisions, results of own researches, analysis of commercial information, etc. The importance of availability and quality of feedback in the information flows system of agrarian enterprise is substantiated. The organizational and economic functioning mechanism of the marketing information system at an agricultural enterprise is outlined. The formation factors of such mechanism in the agrarian enterprise activity are determined and characterized. External factors include the state, infrastructure, agricultural producers, consumers, research institutions, advisory structures and financial institutions; to internal factors - organizational and economic structure of the enterprise, system of evaluation and control, motivational mechanism, management system, normative base of the enterprise, internal infrastructure.