Marketing concept based on sustainable development of agricultural enterprises in globalization

Abstract

The article is devoted to the definition and justification of the conceptual foundations of marketing in the context of ensuring the sustainable development of agricultural enterprises in the conditions of globalization. The stages of the marketing complex in the conditions of globalization are defined and grouped into four stages: analysis of local needs in a separate country, globalization of the local product concept, customization of the product to each local environment, implementation of the chosen strategy with the help of operational marketing. A comparative characterization of 1.0, 2.0, and 3.0 marketing was carried out. According to the following characteristics: purpose, driving forces of marketing development, market promotion by enterprises, basic marketing concept, marketing principles, consumer value (value), principles of creating an offer, and customer relations. The essence of marketing 3.0 is characterized by its principles fully corresponding to the concept of sustainable development of companies that implement a long-term strategy of actions, including social responsibility and respect for the rights and preferences of customers. It was established that the creation of a positive image of the company should be based on a solid product brand, leadership in the chosen field, respect for the working environment, social responsibility, and stimulation of innovations aimed at the needs and problems of the consumer, which acquires particular importance for agricultural enterprises. It was determined that marketing should contribute to developing a culture of quality. When choosing tools to influence the consumer, it should be guided by eco-rationality principles and long-term accumulated environmental effects. Keywords: globalization, marketing 3.0, sustainable development, agriculture, social responsibility.