Gurina Natalia, Candidate of Economic Sciences, Associate Professor, University of the State Fiscal Service of Ukraine, Irpin, Ukraine

ORCID ID: 0000-0001-9433-069X
e-mail: g-nataliya@ukr.net

Targonska Lesia, student, Educational and Scientific Institute of Accounting, Analysis and Audit, University of the State Fiscal Service of Ukraine, Irpin, Ukraine

ORCID ID: 0000-0002-6075-8476
e-mail: lesia0055@ukr.net

Formation of Marketing Policy of the Enterprise as a basis for Improving the Sales System of Agricultural Enterprises

Abstract. Introduction. The research on the formation of marketing policy of the enterprise as a basis for improving the sales system. It is established that today the market economy is differentiated by the constant increase of economic entities, increasing competition and expanding the range of products.

The purpose. The purpose of the study is to highlight the importance of the process of forming the marketing policy of the enterprise as a basis for improving the sales system.

Results. Businesses need to make the most of all opportunities, resources and tools to encourage and retain consumers. It is considered that the product or service that is produced by the company should be sold as quickly and profitably as possible, but taking into account all the preferences and wishes of customers to get the most benefit. Therefore, the priority task of any entrepreneur is to determine their condition, identify unused reserves and develop effective strategies for development and improvement of the sales system. Today, a lot of attention is paid to the development of enterprise strategy to take into account all possible factors influencing it in the future and determine further development. Improving the effectiveness of marketing policy of the enterprise is the basis for the formation of an improved system of sales of agricultural enterprises, because in the period of transformation of economic relations, when market rules are dictated by the consumer, the producer must carry out its activities. Achieving the optimization of sales costs is accompanied by a step-by-step approach to regulating the process of cost formation both due to factors of production and due to strategic cost analysis from the beginning of production to the time of sale to customers.

Conclusion. Optimization of costs for sales of goods is the main direction of formation of marketing sales policy of the enterprise. Improving the formation of costs associated with sales management in enterprises involves the use of advanced techniques and methods of organizing production.

Keywords: marketing; marketing policy; formation of marketing policy; sales; sales system.

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