Dudkina, T

Getman, O

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eLibrary National Mining University

37Dudkina T.Getman O., research supervisorDnipropetrovs'k State Financial AcademyMARKETING FEATURES OF PLANNING IN AGRIBUSINESSThe main feature of planning is it can provide benefits to any agriculturalenterprise both big and small, those who only begins its activity and those who hasexperience in the agricultural market. Planning forces managers to think about thefuture, to clarify goals and strategies, to provide better consistency in the work and todetermine key performance indicators of the results.Marketing planning process considers a range of issues from the company'smission up to the concrete measures for campaigns' planning  (developmentstrategies) and determination of their budget. Tactical marketing planning starts withthe setting of marketing objectives for the certain department/unit, which shouldperform that. The general scheme of the marketing planning has a clear and logicalorder. Moving or replacing elements can lead to chaos and wrong results.Marketing activity's planning of agricultural enterprises should include suchstages:1. General description of business: assessment, analysis of the current situationand forecast for the development;2. Assessment and analysis of markets where enterprise are oriented to;description of the current and projected state;3. Development of business objectives, entrenched ways to achieve them,assessment and selection of necessary strategies, their approving;4. Development of functional and marketing strategies;5. Determination of complex activities within the basic company's strategy;6. Preparation of marketing plan;7. Development of control parameters for the implementation of proposedmeasures.The marketing structure is the one of the business units; it should work on acommon targeted setting. Marketing service is a supplier of "informational andanalytical resources" for the decision making. The marketing mix strategy should bedeveloped maximum in details. It should answer such questions: 1) what to do? 2)who will do? 3) when it should be done? 4) how much it will cost?It is convenient to draw marketing plan with a set of specific application formswhich should be filled with various departments (specialists) marketing departmentbased on data received during the market research.Marketing planning starts after the announcement the developing strategy for thefuture (year). Marketing department builds its activity in order to achieve goals.General marketing strategy is a strategy of segmentation. It is necessary to describethe segment where company will operate and choose principles of productpositioning or company positioning. Then plans are developed for the selectedsegment.Development of a specific target segment is essential for the marketing strategy38development. Just knowing the characteristics of consumers and their features, thecompany can offer the means to satisfy their needs. Having concentrated its effortsand resources on specific markets, company can hope for greater efficiency andadditional competitive advantages. Characteristics of selected targeted market(segment) determine elements of strategy.According to the characteristics of the targeted group and its sensitivity to pricesit is possible to determine the market value of goods/services provided by thecompany. We should count the psychological price impact, i.e. cheap, average orexpensive item; set price comparing with the costs of the enterprise to determineprofit. Planning of price in a marketing sense is "adaptation" of goods for theconsumer's income.Monitoring the plan implementation is a critical step to verify its effectiveness.When the proposal changes, plans should be reviewed or enterprise should enforcepre-prepared plans in case of unforeseen circumstances. In practice, plans should bemodified permanently. Thus, we can say that the main feature of marketing planningis an attempt to take into account the needs of consumers for the benefit of thecompany.References:1. Sabluk, P.T., Karych, Yu.S. and Kovalenko, Yu.S. (2002), Osnovyorganizatsiyi sil's'kogospodars'kogo rynku [Basics for organization of agriculturalmarket], IAE UAAN, Kyiv, Ukraine, 188 p.2. Kotler, P. and Keller, K. (2006), Marketing menedzhment [MarketingManagement], Translated from English, Ed. 12, Piter, St.-Petersburg, RussianFederation, 814 p.Dudnyk K.Bardas A., research supervisorKostrytska S., language adviserNational Mining UniversityMANIPULATIVE TECHNIQUES IN MARKETING: HOW TO CHANGETHE CONSCIOUSNESS OF THE CONSUMERThe task of modern marketing is not so much to satisfy the needs of people as tocreate the new ones. To create a new need we should change our  potentialconsumer’s view of the world. To change the view of the world the new techniquesof manipulation are often applied.Manipulation is a hidden influence, the fact which should not be seen by objectof manipulation. This is also the influence, which requires considerable skills andknowledge. This effect was directed to psychic structure of a person and was aimedto change thoughts, motifs and goals of people in the right direction. To changepeople's relation to certain events mass media are actively used. Since the media dealwith information, information control allows you to manipulate mass consciousness.Manipulation can be applied to texts, speeches, audio, video and photographs. Thequite striking example of the formation of media consciousness is information war,

MARKETING FEATURES OF PLANNING IN AGRIBUSINESS

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MARKETING FEATURES OF PLANNING IN AGRIBUSINESS

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