INFORMATION SUPPORT OF MARKETING EFFICIENCY OF PRODUCTS FOR VETERINARY MEDICINE AND ANIMAL HUSBANDRY
The experience of leading foreign and domestic companies, enterprises of veterinary medicine confirms the priority role of marketing as a mechanism for generalization and information modeling of the market for products for veterinary medicine and animal husbandry. Marketing organizes and manages the activities of enterprises for the production and sale of products, taking into account the processes and relationships that develop in the market. Market marketing information is a comprehensive knowledge of the market, which includes the study of factors without the knowledge and analysis of which the probability of making an unreasonable or positive payback decision is quite high. Therefore, manufacturers of products for veterinary medicine consider priority price information in the markets of different levels, the level of competitiveness of products and its range, on consumer inquiries. Important is the information for enterprises, market participants, on agricultural policy news, statistical reports on production, processing, sales of competitors' products and prices, commercial offers. In particular, the Agricultural Marketing Project with the support of APK-Inform (Andrushko, 2004; Yarmak, 2004) provides and provides the following information to product manufacturers, respectively market participants, namely:
– information on prices that are formed in the product market;
– analyze and forecast price trends and the development of the price situation in the market;
– information about round tables, exhibitions, seminars, trainings that take place with market participants;
– provide statistical data on production, processing, consumption of products, forecast expected changes;
– information market participants about price offers from companies that produce or sell products;
– information about legislative changes.
Information support of marketing tasks is based on the use of both socio-economic and scientific and technical information. The peculiarity of marketing information is the need to study the characteristics of products taking into account the existing and future opportunities of the market, a comprehensive analysis of all its components.
However, the use of business information in the management system of processes occurring in market relations, require improvement and modernization of methods of its collection and analysis. The lack of information needed to ensure the completeness of market research is not only because some important data are not collected, respectively, and not analyzed, but also not communicated to consumers. In modern conditions, the orientation of producers of products for veterinary medicine and animal husbandry to the real requirements of the market encourages a new assessment of information marketing links, which will contribute to the effective operation of enterprises based on balanced improvement of product quality, competitiveness, demand and cost haring at all stages.
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