Agrarian
Bulletin
of the Urals

Russian Journal of Agricultural Research

The publication is registered by the Ministry of the Russian Federation
for Affairs of the Press, Television and Radio Broadcasting and Mass Communication Media.
Registration certificate: PI number 77-12831 on May 31, 2002
Subscription index in catalog «Russian Press» - 16356
ISSN 1997 - 4868 (Print)

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Journal is included in the list of VAK (from 25.09.2017), No. 291

ISSN 2307-0005 (Online)
Key title: Agrarnyj vestnik Urala (Online)
Abbreviated key title: Agrar. vestn. Urala (Online)

Аграрный вестник Урала № 11 (153) 2016

Экономика

Пустуев А. Л. доктор экономических наук, профессор Уральский государственный аграрный университет

Мингалев В. Д. доктор экономических наук, профессор Уральский государственный аграрный университет

Зырянова Т. В. доктор экономических наук, профессор Уральский государственный аграрный университет

УДК:338.436.32

PREREQUISITES OF MARKETING ACTIVITY AT THE LEVEL OF SMALL AGROBUSINESS

 Themonopolization of the food and agricultural products market currently weakensthe competition, reduces the stability of food security of the country based onimport substitution. There is a need to strengthen the position of agriculturalproducers at these markets. Marketing research is a comprehensive research. In agriculture organizing of the agrimarketing activity,which is a process of influencing of managerial agricultural units on theconsumer market through the use of well-known elements of marketingtechnologies, should consider technologies of agricultural production. Forsolution of the problem of import substitution at the present stage it isnecessary to develop the competitiveness of agricultural production, which isimpossible without the use of technologies of agrimarketing activity at themarket of agricultural products. This requires motivating of the agriculturalproducers for more productive work, which is impossible without state supportwith orientation, for example, to governmental orders or more reliable sourcesfor agricultural sale. For this purpose, according to the authors’ opinion, itis necessary to develop the system of agricultural consumer cooperatives;development and use of its practical models will allow agricultural producersto improve the position of the agrarian sector of the country. The authorsconsider that in accordance with agrimarketing, one should keep to thefollowing group of indicators for assessing the effectiveness of thedevelopment of rural consumer cooperatives: capitalization indicators,indicators of resources use, social indicators, indicators of cooperativeeffectiveness. The article provides a method of assessing of effectiveness ofthe products sale by means of the cooperative as well as the results of studiesto determine the need of small businesses in rural consumer cooperatives andthe general attitude of farmers to the rural consumer cooperative.


Keywords:

Keywords: marketing, agricultural lands, competition, consumer cooperative.


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