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УДК 339. 138:330.313:631.11

DOI: https://doi.org/10.36887/2415-8453-2025-3-41

Bakhchivanzhi Liudmila,
Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Marketing of the Department of Marketing, Entrepreneurship and Trade,
Odesa National University of Technology
https://orcid.org/0000-0001-8381-9684
Herasymchuk Olexandr,
Postgraduate Student of the Department of Trade Entrepreneurship, Commodity Studies and Business Management,
Odesa National University of Technology
https://orcid.org/0009-0003-6612-7303
Demyanchyk Yuriy,
Postgraduate student of the Department of Marketing, Entrepreneurship and Trade,
Odesa National University of Technology
https://orcid.org/0009-0001-2394-7251
Nemchyninov Yevgen,
Postgraduate Student of the Department of Trade Entrepreneurship, Commodity Studies and Business Management,
Odesa National University of Technology
https://orcid.org/0009-0004-8261-5435
Tkachenko Denys,
Postgraduate Student, Department of Management and Logistics, Entrepreneurship and Trade,
Odesa National University of Technology
https://orcid.org/0009-0005-8492-5645

JEL classification: Q12, M31, C51

The article examines the process of marketing support for developing the resource potential of agricultural enterprises, enabling them to adapt to the changing market environment and ensure competitive functioning and sustainable development. The dynamics of the asset values of agricultural, forestry, and fishery enterprises are analyzed, revealing their gradual growth. It is shown that the share of farm assets in the total value of assets of all enterprises of the Ukrainian economy exceeds 9%. The methodological approach to factor analysis is highlighted to assess the impact of marketing costs (factor feature) on the development of resource potential (resultant feature). The indicators of advanced capital concentration per hectare of arable land and the absolute growth of advanced capital per year are selected as measures of resource potential development. Econometric models were built, enabling us to prove the hypothesis that the variation in resource potential development indicators is highly dependent on the variation in marketing costs. According to the constructed polynomial model, the optimal indicator for the studied set of agricultural enterprises is the marketing cost, amounting to almost 15 thousand UAH per 1 hectare of arable land. The methodological approach using the constructed econometric models – linear, polynomial, and power function – can be used to form a marketing information system for managing the development of resource potential and justifying management decisions. A critical subsystem of marketing management in an agricultural enterprise should focus on developing resource potential as a multifaceted complex. This involves forming the image and brand of the enterprise and creating an innovative marketing element of resource potential – image capital. A list of the main marketing tools for creating the image of the enterprise is given; a generalization of marketing tools for developing the components of the resource potential of agricultural enterprises is made. The features of marketing support for creating individual components of resource potential are outlined.

Keywords: marketing management, resource potential development, agricultural enterprises, land resources, fixed capital, working capital, labor resources, advanced capital, marketing tools for resource potential development, marketing communications, relationship marketing.

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The article was received 07.08.2025

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Bakhchivanzhi Liudmila, Herasymchuk Olexandr, Demyanchyk Yuriy, Nemchyninov Yevgen, Tkachenko Denys. 07.08.2025 . Marketing management of resource potential development of agricultural enterprises. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #3. 207-214pp. https://doi.org/10.36887/2415-8453-2025-3-41

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Bakhchivanzhi Liudmila, Herasymchuk Olexandr, Demyanchyk Yuriy, Nemchyninov Yevgen, Tkachenko Denys. "Marketing management of resource potential development of agricultural enterprises". The journal "Ukrainian Journal of Applied Economics and Technology". 07.08.2025 . https://doi.org/10.36887/2415-8453-2025-3-41

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