MARKETING PRINCIPLES FOR PROMOTING VARIETIES OF MELON CROPS IN UKRAINE
The aim of the research. Analyze the number and share of domestic and foreign varieties of melons in the State Register of plant varieties suitable for distribution in Ukraine, consider the reasons and develop marketing principles for the promotion of varieties of melons in the domestic market of Ukraine. Methods. Dialectical method of cognition for the analysis of scientific works of scientists on the problems of organizational and economic mechanism; statistical and economic in the study of the dynamics of progress; graphic and tabular – to visualize the results of scientific research. Results. The share of varieties of domestic and foreign selection of the group of melons in the State Register of plant varieties suitable for distribution in Ukraine is determined. Based on official data on the production of melon seeds, the share of varieties and hybrids for the 2021 harvest was determined. It has been studied that agricultural producers who grow melons for fresh consumption on the basis of varieties, not hybrids, use their own seeds for sowing, and varietal renewal or sortosamina is carried out once every three to five years. It is established that in order to compete with foreign firms and companies to domestic seed producers, it is necessary to implement the latest marketing strategies to promote seeds of domestic varieties in the domestic market of Ukraine. Conclusions. Scientifically based marketing orientation of research institutions for the selection of melons should be aimed at improving market infrastructure, accelerating its development, increasing the production of high quality seeds of varieties and hybrids, taking into account the demands and needs of consumers, promoting new markets, including external, increasing efficiency and profitability of domestic seed production. It has been found that the current format of the seed market requires a wide range of marketing tools from seed companies. It is proved that the modern strategy of promotion of innovative products, seeds of varieties and hybrids of melons should take into account the classic marketing methods, the level of novelty and commercial attractiveness of breeding innovations and possible existing and new markets. It is established that the perfect organizational and marketing mechanism of promotion of varieties of melon crops of domestic selection is one of the main elements of adaptation of a scientific institution to modern conditions of economic environment, which will ensure its successful functioning and sustainable development in times of insufficient state funding.
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