The Marketing Approaches to the Formation of the Agro-Food Market

Abstract

The article is aimed at defining the agro-food market from the point of view of marketing, researching its development and the status of food supply in Ukraine, formulation of the modern marketing concepts of development of agro-food market. It is defined that the agro-food market from the point of view of marketing is a set of two subsystems, the first of which is represented by the real and potential entities forming the offer, the second are the real and potential entities, providing demand for agro-food products. It is determined that in the agro-food market the offer for the main types of goods is realized by means of domestic production, while the demand is formed by internal and external buyers. It is substantiated that the modern concept of marketing (holistic marketing) of the agro-food market should be characterized by such constituent elements as: social responsibility, «green marketing», marketing of partner relationships, integratedness of marketing activities, and should bring significant benefits to consumers, society, and the partners of market entities. It is defined that the activities of agro-food market entities should be carried out on the basis of «green» marketing, which will ensure environmental protection and high quality of foods.

Keywords

• agro-food market
• marketing
• holistic marketing
• «green» marketing