Інструменти державного маркетингу, як складова селективного регулювання товарних ринків в умовах нестабільності

• Дата: 2022
• Автори: Нікішина, О. В., Тараканов, М. Л., Зеркіна, О. О.
• Формат: Стаття
• Мова: Ukrainian
• Опубліковано: Odesa National University of Technology 2022
• Онлайн доступ: //journals.ontu.edu.ua/index.php/fie/article/view/2361
• Назва журналу: Food Industry Economics

The article develops the theoretical and applied principles of state marketing in the market dimension, asa component of adaptive mechanisms of selective regulation of commodity markets in the conditions of instability. The theoretical essence of state marketing has been substantiated, the comparative characteristics of micromarketing and state marketing in the market plane have been conducted, the binary nature of its socioproductive purpose has been established: (1) definition, formation and satisfaction of consumer needs;(2) stimulation of product manufacturers to rationally satisfy the demand.In the conditions of existing sales and territorial restrictions, the task of ensuring the physical and economic availability of essential goods for the population is of primary importance. Today, in commodity markets,there is an imbalance between the purchasing power of the population, which is decreasing, and the risingprices of goods. In the post-war period, it is expected that the share of household food expenses will increase,the level of food consumption will decrease, and threats to the health of consumers will increase, causing theneed for selective regulation of the consumer sector, including using of state marketing tools. With the help ofadaptive marketing tools, the state is able to stimulate the supply of essential goods to ensure the productionand consumption needs of the country in terms of quantity, quality and structure.  It has been substantiated that in order to reduce existing foreign trade imbalances in the post-war period, it is advisable to gradually introduce adaptive mechanisms and state marketing measures. The essence ofthe main tools of state marketing to support national exporters of processed goods has been defined, takinginto account foreign experience, in particular, tools of informational, sales, financial and communication support. It has been emphasized that in the conditions of instability, state marketing tools should be adaptive, i.e.they should flexibly and promptly modernize the system of state influence on market reproduction processes,as well as form adaptive systems of commodity markets that are able to influence the parameters ofreproduction processes.