Rationale construction of individual elements of technological complex

Nemtinov, Kirill; Eruslanov, Alexsey; Nemtinova, Yulia

doi:10.1051/matecconf/201822402036

Cited by 9 publications

(1 citation statement)

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“…The magazine has been established as a source of authoritative information practically on all branches of agriculture. The scientific magazine "World of Agribusiness" focuses on implementation of the national project "Development of the agro-industrial complex" and expansion of the information field of the agroindustrial complex in the regions of Russia (Nemtinov et al, 2018b).…”

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confidence: 99%

Use Of Marketing Communication Tools In Promoting The Products Of Agricultural Enterprises

V.¹

2022

European Proceedings of Social and Behavioural Sciences

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The article is devoted to analysis of marketing communication tools in promoting the products of agricultural enterprises. It includes development of the agro-industrial complex of the Tambov region, monitors marketing communication tools used in promotion of products by the stud collective farm named after V.I. Lenin and develops certain measures to optimize them. The study showed that the company uses the following tools in its marketing promotion policy: advertising, sales promotion, personal sales and public relations. Within the framework of such promotion as advertising, the company widely uses print advertising in the media. Sales promotion is represented by price promotion methods. Personal selling is a multi-step process starting from listing potential customers to completing transactions and establishing long-term customer contacts. Public relations activities are limited to participation in specialized regional agricultural exhibitions and fairs. Having studied the range of marketing communication tools, the authors also identified their disadvantages: narrow focus on advertising types, emphasis on price incentives as a means of sales promotion, and limited use of public relations activities. Based on the analysis, it is proposed to use a number of measures to improve an integrated marketing communications system including the followings: creation of a web-site, use of industry portals, increase participations in exhibitions and specialized conferences allowing promotion of the products of agricultural enterprises outside the region. As a stimulating effect on potential and regular consumers, it is possible to apply additional discounts for cash payments and distribution of discount coupons between loyal consumers of an agricultural enterprise.

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confidence: 99%