EVALUATION AND IMPROVEMENT OF MARKETING SALES POLICY OF AGRARIAN ENTERPRISES

Abstract

The article considers the existing theoretical and methodological approaches to evaluation and improvement of the marketing and sales policy of agricultural enterprises. It also develops a scheme of assessment of the marketing policy of agricultural enterprises, which envisages: the need to assess the external efficiency of marketing activities (analysis of the market position, assessment of the effectiveness of customer policy, analysis of customer loyalty); assessment of marketing activities (analysis of achievement of sales targets, efficiency of implementation of the marketing strategy, assessment of the economic efficiency of marketing activities); analysis of the efficiency of use of marketing components (assessment of the efficiency of the distribution channel, assessment of the effectiveness of the marketing strategy). The main goals that need to be set at different stages of the life cycle of an agricultural enterprise in a marketing-oriented system to improve the marketing policy of enterprises at the stages of formation, growth, maturity, aging (renewal) are presented. The main directions of improving the marketing policy of agricultural enterprises in the current conditions of martial law and limited access to foreign markets are formed and characterised. In particular, these areas include: increasing the presence of an enterprise on the Internet and in social networks; forming the image of an enterprise as a leader of public opinion; prioritising incoming requests in communication; analysing and segmenting potential customers; creating the possibility of providing a trial batch of products; introducing cold calls into sales activities; and conducting product demonstrations (pitching); creating personalised and clear end results with an individual approach to each client; adapting the sales offer to the client's needs; clear and concise closing of transactions; maintaining communication with clients.