FEATURES OF FORMATION OF MARKETING COMPLEXES ON THE SEEDS MARKET

Abstract

The difficult economic situation in Ukraine requires suppliers of agricultural resources to review marketing approaches to interaction with agricultural producers, including creating maximum market presence and long-term impact. One of the ways to achieve this is to use the most modern marketing approaches and tools. The purpose of the study is to generalize theoretical and methodological approaches to the content and features of marketing in the market activities of suppliers, manufacturers and distributors in the seed market. It has been established that the modern development of marketing in the seed market is characterized by a gradual transition from an approach focused on sales to an approach focused on building mutually beneficial relationships between market participants. After all, marketing for agricultural enterprises covers not only the sale of goods and services; it includes a set of measures based on in-depth market analysis, product range development, and the construction of effective distribution and promotion channels. The article examines the specifics of marketing in the seed market, in particular: the commodity nature of products, the role of quality and certification, the structure of sales channels, approaches to pricing, promotion methods, the influence of the marketing environment and modern trends (digitalization, traceability, sustainable business practices). Key challenges and recommendations for increasing the effectiveness of marketing complexes of enterprises in the seed market are outlined. The article identifies that marketing in the seed sector combines elements of the classic 4P (product, price, place, promotion) with science-based functions, - breeding, testing, and demonstration protocols, - which makes it somewhat different from marketing standard consumer goods. One of the key tools of marketing activity in the seed market is digital marketing, which provides opportunities for effective promotion of varietal seeds using the most relevant digital tools. The use of digital marketing in the field of seed sales opens up the opportunity to manage interaction with customers through digital and traditional channels. Individual elements of the marketing mix can be implemented with maximum efficiency based on a systematic approach, taking into account specific factors affecting the agricultural market of Ukraine.