IMPLEMENTATION OF THE POTENTIAL OF INTERNATIONAL MARKETING FOR THE PURPOSES OF DOMESTIC AGRICULTURAL EXPORTS DEVELOPMENT

Abstract

The article focuses on the instruments of policy regarding the application of international marketing with the purpose of increasing the volumes and enhancing the efficiency of domestic exports of agricultural products. The objective of the study is defined as the substantiation of methodological and applied principles and provisions concerning the formation and implementation of the potential of international marketing for the development of domestic agricultural exports in Ukraine. It is stated that the agricultural sector of Ukraine is characterized by the presence of powerful production potential, determined by the combination of favorable natural and climatic conditions, vast areas of fertile soils, and established traditions of farming. It is indicated that the expansion of agricultural production volumes and their orientation toward foreign markets may become one of the key factors in strengthening the national economy, contributing to the growth of foreign exchange revenues, the improvement of the balance of payments, and the promotion of the development of related industries. It is argued that in the modern conditions of global competition, the application of international marketing tools becomes particularly important, in particular, the promotion of Ukrainian agricultural brands, ensuring the compliance of products with international quality and safety standards, as well as the use of digital technologies to expand communication opportunities in foreign markets. Attention is drawn to the fact that the state policy in the field of agricultural export support requires improvement, which implies the development of infrastructure, the simplification of certification and customs regulation procedures, the diversification of sales markets, and the stimulation of innovations in the production and processing of agricultural products. The directions of implementation the international marketing potential for the development of Ukrainian agricultural exports are defined, which include the formation of national agricultural brands, adaptation to international quality and safety standards, the use of digital marketing tools, the development of marketing communications, research and segmentation of foreign markets, strategic partnerships and cooperation as well as the promotion of products with higher added value. Conclusions are drawn that all these aspects create the prerequisites for increasing the competitiveness of Ukrainian agricultural products, expanding their export potential, and ensuring sustainable socio-economic development of the country.