Marketing system of the fodder crops seed production

Abstract

Purpose. Substantiation of theoretical approaches to the marketing system of the fodder crops seed production through improving its efficiency. Methods. Observation, comparison, system analysis, analysis and synthesis. Results. The essence of marketing, existing concepts of marketing, marketing management have been considered. Peculiarities of agricultural marketing, which follow from the specifics of agricultural production, are described. The task of organizing marketing activities of fodder seed production is outlined. Components of a comprehensive marketing system for fodder seed production have been identified. Properties of the marketing system are described. The study identified challenges in the marketing system of fodder crops seed production and tools to overcome them. It is substantiated that in the marketing system of fodder crops seed production the use of digital marketing tools increase the effectiveness of marketing and can be a source of competitive advantage in the long run. Conclusions. Intensification of fodder crops seed production marketing allows to solve such tasks as providing the fodder crops seed market with domestic varieties adapted to regional peculiarities, meeting the needs of agricultural producers in fodder crops seed production for high quality feed production and preservation of agroecosystems, interregional exchange. The marketing system for fodder crops seed production involves combination of a marketing management system and a system of Marketing-mix elements for prompt response in conditions of unstable market situations.