The features of international marketing of agricultural products

Issue № 2, 2021, article № 13, pages 108-117

Section: International relations and world agricultural experience

Language: Russian

Original language title: ОСОБЕННОСТИ МЕЖДУНАРОДНОГО МАРКЕТИНГА СЕЛЬСКОХОЗЯЙСТВЕННОЙ ПРОДУКЦИИ, СЫРЬЯ И ПРОДОВОЛЬСТВИЯ

Keywords: INTERNATIONAL MARKETING, AGRICULTURE, AGRICULTURAL PRODUCTS, PROMOTION, PRICING POLICY, DISTRIBUTION CHANNELS, COUNTRY BRAND, EXHIBITION ACTIVITIES, GOVERNMENTAL SUPPORT, TRADE AGREEMENTS

Abstract: The article analyzes the features of international marketing of agricultural products and investigates the main elements of the international marketing complex (4P). The dynamic development of agricultural markets requires constant monitoring and analysis of the market situation. International marketing is the basic tool for achieving competitive advantages both for exported products and the country as a whole. Studying the international marketing mix is much more difficult than the internal marketing mix, since marketers face at least two levels of uncertainty outside the control of the firm (national and international). They are associated, first of all, with changing production conditions, increased competition, increased importance of environmental safety, changes in political, social, cultural and other components of the foreign market. Since the tastes, needs and habits of consumers vary widely from country to country, special attention must be paid to segmentation of the agricultural market. In the context of globalization of international trade and the presence of high trade barriers for agricultural products in foreign countries, the role of the state in promoting agricultural products is of particular importance.

Authors: Osinina Aleksandra IUrevna