Uman NUH | today: 04/14/2024
| Author(s) |
Варченко О. М., , , Варченко О. О., , , Вернюк Н. О., , , |
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|---|---|---|---|
| Category | Economics | ||
| year | 2022 | issue | Issue number 100. Part 2 |
| pages | 28-43 | index UDK | 659.3 | DOI | 10.31395/2415-8240-2022-100-2-28-43 (Link) |
| Abstract | The article highlights the research evolution in the field of models development of marketing activities of business structures, in particular, the combination of marketing and entrepreneurship. The peculiarities of marketing activities of agricultural enterprises in modern conditions and its impact on the effectiveness of their economic activities are systematized. The peculiarities of the concept of entrepreneurial marketing are highlighted, which, in contrast to the traditional approach, provides for the definition of a clear organizational framework (department, etc.). It is generalized that marketing models should be understood as a customer-oriented value system, a set of marketing competencies and marketing business processes. It is determined that the model of marketing activity of any agricultural enterprise in conditions of uncertainty is a set of value orientations (combination of entrepreneurial and customer orientation), formed under the influence of basic and dynamic marketing competencies that provide a high level of marketing business processes. It is argued that the level of business orientation and consumer orientation (customer) determines different models of marketing activities of business structures. It is revealed that the specifics of the development of models of marketing activities of the enterprise is manifested in the fact that its initial element is the value system of the entrepreneur – entrepreneurial and/or customer orientation. It is substantiated that different combinations of these values form different types of marketing models, within which different sets of basic and dynamic marketing competencies develop as a result of regular or episodic marketing practices. It is established that dynamic marketing competencies depend on the value orientations of the entrepreneur and is determined by the culture of marketing activities of the enterprise based on a combination of entrepreneurial and customer orientation. | ||
| Key words | marketing models, business orientation, customer orientation, basic marketing competencies, dynamic marketing competencies, agricultural enterprises. | ||