FOOD MARKETING IN THE SYSTEM OF AGRARIAN INDUSTRIAL COMPLEX IN RUSSIA: BASIC PROBLEMS AND PERSPECTIVES

Yıl 2006, Cilt: 19 Sayı: 1, 75 - 87, 01.06.2006

G. V. Astratova

Öz

Russia and Turkey realize well their special value which they influence each other, and thanks to it they create their interaction in various spheres. Especially it is important for the system of Agrarian Industrial Complex and, particularly, food marketing. The main reasons are for the chosen this subject as follows; (1) radical transition period of economics in Russia has led to the fundamental changes in the problem for population needs satisfaction concerning the food of full value. Changes in conditions for vital activities of the modern individual and increasing role of consumption sphere in the present socio-economic reality caused global need to redirect social production for the human being (2) practical settling of the new methods of management earnestly show the need in marketing exploration as one of the marketing tools, allowing to satisfy the needs of the target markets and combine with the interests of economic unit of agro-industrial complex. Particularly important is the role of marketing in the long agrarian crisis in Russia. Marketing is not only a tool to redirect social production for an individual but also one of a few effective ways to start domestic agricultural production anew and strengthen Russian food industry (3) nowadays, only the basic principles of marketing, developed by American marketing specialists, are being put into the Russian business practice. However, basic tools of American marketing cannot give the result needed; they don’t work in Russian conditions due to the specificity of Russia as a country with ‘nonmarket’ mentality of the population as well as peculiarities of economic relations conversion in agro-industrial complex.
In the study, general theoretic marketing base and problems; organizational aspects of marketing development in agro-industrial complex; conceptual base of food marketing and features of consumer behaviour in the food markets in Russia were examined. It is suggested that studying further basic problems and visions of food marketing in the system of agrarian industrial complex in Russia is too much important for modern agrarian economics evolution.

Anahtar Kelimeler

Food, distribution, marketing, consumption, Russia

Rusya’daki Tarımsal Sanayi Sisteminde Gıda Pazarlaması: Temel Sorunlar ve Perspektifler

Öz

Rusya ve Türkiye birbirlerini etkileyen özel değerlerinin farkına varmaktadır ve çeşitli alanlarda yarattıkları etkileşim her iki ülkenin de yararınadır. Bu durum özellikle tarımsal sanayi sistemi ve nispeten de gıda pazarlaması için önemlidir. Çalışma konusunun seçilmesindeki temel nedenler şu şekilde sıralanabilir; (1) Rus ekonomisinin radikal geçiş dönemi tüketici memnuniyetinin öne çıkmasına ve önemli değişimlere neden olmuştur. Modern bireyin yaşam aktiviteleri için koşullardaki ve günümüz sosyo-ekonomik yapıdaki değişimler üretimin küresel düzeyde yeniden yönlendirilmesine neden olmaktadır. (2) Yönetimde yeni metotların uygulamaya yerleşmesi; hedef pazarların ihtiyaçlarını karşılamaya olanak sağlanması ve agro-endüstrinin çıkarları açısından pazarlama araştırmasını pazarlamanın bir önemli aracı olarak göstermektedir. Pazarlama sadece bir birey için sosyal üretimi yeniden yönlendirmek için bir araç olmayıp, ayrıca Rusya’nın gıda sektörünü yenilemek ve güçlendirmeye başlamak için birkaç etkili yoldan birisidir. (3) günümüzde, Amerikan pazarlama uzmanlarınca geliştirilen pazarlamanın temel prensipleri Rusya’ya uygulanmaktadır. Ancak, Amerikan pazarlama yaklaşımının temel araçları, Rusya’da ihtiyaç duyulan sonuçları yeterli düzeyde vermemektedir. Bu durum Rusya’da agro-endüstri yapıya dönüşen ekonomik dönüşümlerin yanında toplumun pazara yönelik mentaliteye sahip olmamasından kaynaklanmaktadır. Çalışmada, genel teorik temel ve problemler, agro-endüstri sisteminde pazarlama gelişimi, gıda pazarlamasının kavramsal temeli ve Rusya’daki gıda pazarlarındaki tüketici özellikleri incelenmiştir. Rusya’daki tarım-endüstri sistemindeki gıda pazarlama vizyonun ve temel sorunların incelenmesinin modern tarımsal ekonomik dönüşüm açısından çok önemli olduğu önerilmektedir

Anahtar Kelimeler

Gıda, Dağıtım, Pazarlama, Tüketim, Rusya

Kaynakça

• Alchian A. and Demetz H., 1972. Production, Information Costs and Economic Organization // Amer. Econ. Rev., Vol. 62. PP. 777-795.
• Astratova, G.V., 1996. Marketing of the Food Market: the Conceptual Approach. Shadrinsk: Publishing house ON "Inet", – 324 pp.
• Astratova, G.V., 1998. Food Marketing in the System of Agricultural and Industrial Complex. The dissertation on competition of a scientific degree of the doctor (Dr) of economic sciences. Yekaterinburg. Ural State University of Economics. – 303 pp.
• Astratova, G.V. and Pasechnik L.G., 2002. The Basic Tendencies of Development of Trade Marks in the Russian Market // « Management of expenses and results of industrial - commercial activity in agrarian and industrial complex ». Materials of republican scientific - practical conference (18- 20.01.02.). Moscow, P. 71-76.
• Astratova, G.V., and others., 2002. Market Research in the Ural Region // Conference Materials of the Participants of the U.S.A. Department of Agriculture Faculty Exchange Program (FEP) 1995 – 1998. Moscow. October 29-31. 2001. P. 15-30. Washington D.C., USA.
• Astratova, G.V., 2004. The Role of Russia in Changing Models of Individual Consumption in Wider Europe // “Wider Europe in 2020: Strategies and Visions”. International Conference Materials. Finland, 28-30 August, Turku.
• Barletta, M., 2005. How women buy? - Moscow, 174 pp.
• Bortsova, Y.L., 2004. Management of Food Complex Recourse Self-Supplement in the System of Marketing. The dissertation on competition of a scientific degree of the doctor (Ph.D.) of economic sciences. Yekaterinburg. Ural State University of Economics.– 186 pp.
• Doyle, P., 1992. What are the excellent companies? // J. of Marketing Management. April. PP.101-106.
• Doyle, P., 1994. Marketing Management and Strategy. Prentice Hall.
• Engel J. F., Blackwell R. D. and Miniard P. W., 1995. Consumer Behavior / 8-th ed. Forth Worth - Tokyo: The Dryden Press, - 992 pp.
• Geuens, M., Pelsmacker, P.D., 2002. The Role of Humor in the Persuasion of Individuals Varying in Ned for Cognition // Working Paper of Ghent University. PP.1-19
• Godin, S., 2005. // “Ural-media. Advertising navigator”.
• Golubkov, E.P., 1998. Profit as an Indicator of effectiveness: necessary for complex approach // Marketing in Russian and Abroad. N 1.
• Handbook of Behavioral Economics / Ed. by B. Gilad, S. Kaish. Greenwich, Ct. 1986.
• http://www.middleclass.ru/r_goods/index.shtml
• http:// www.netda.ru/belka/economy/pchel/ur1.htm http://www.gks.ru/
• http://top.rbc.ru/index.shtml?/news/incidents/2004/07/ 10/10035924_bod.shtml
• http://corruption.rsuh.ru/magazine
• http://www.marketingandresearch.ru/
• http://www.psyserver.narod.ru/test.htm http://www.iet.ru/
• Informal Economics: Russian and World / Edited by T. Shanin. Moscow: Logos, 1999. - 576 pp.
• Kirvel, C.H., 2000,The Countries of East Slavs and Traps of their Westernization and a Reality. http://u68.bigpi.biysk.ru/wwwsite/publishing/roz musl_2000/06.html
• Lebedev, A.N., 1995.Bokovikov A.K. Influence of role installation on economic behaviour of the Russian consumers. Questions of psychology. http://www.voppsy.ru/journals_all/issues/1995/9 53/953046.htm
• Neshadin, A., 2003. Economic Growth - a Unique Choice of Russia // website OPEC.ru 8.10.
• Polimov, O., 2005.Good Luck, Marketing // “Ural- media. Advertising navigator”. July. N 6-7. PP. 36-39.
• Priepa, A., 2000. Manufacture of the theory of consumption. //http://www.ruthenia.ru/logos/number/2000_4/0 9.htm
• Russian Federal Law. № 134-FL at 24.10.97 “ About a living wage in the Russian Federation
• Sheth, J.N., Newman, B.I. and Gross, B.L., 1991.Consumption Values and Market Choices: Theory and Applications. Cincinnat, OH: South-Western Publishing Company.
• Syomin, A.N. and Neganova V.P., 1997.Agro- marketing: concept of development. Yekaterinburg, – 258 pp.
• Tamberg B. and Badyin, A., 2005.// “Ural-media. Advertising navigator”.
• The situation in social sphere does not arrange the government. 2003. // http://www.strana.ru/print/204725.html
• The USA on a boundary of centuries, 2000. Rejecting stereotypes, //http://www.iatp.md/Articles/Zemba/USA_end _millenium.htm