Marketing Mix in the Market of Agricultural Machinery: Problems and Prospects

Abstract

The authors analyze the dynamics of change of the basic parameters of the market of agricultural machinery in 2013, in % to 2012 and determine the structure of the market of agricultural machinery by origin in 2011-2014. Among the problems of the Russian market of agricultural machinery authors mark out a sharp drop of agricultural production; insufficient level of solvency of farmers; excessively high load of ploughland per a tractor; rapid promotion of imported machinery and equipment to the national market; insufficient level of maintenance and servicing especially of consumers of imported used machinery. In the results of conducting of the research the authors come to a conclusion that nowadays marketing environment develops and changes so rapidly that attempts to look at, to describe some static picture, to make a mold of the market leads, rather, to misinformation than determination. In order to determine this sensitivity to changes in time such a definition as "duration of marketing" is introduced. During the recent years, duration of marketing was too big. The market is changing so rapidly that any marketing research is late. Invention of new methods of marketing research is necessary. Right up to such methods, that simultaneously with introducing of a new product a system of on-line marketing measurement would be created. Thereby, market environment is developing so rapidly that any marketing research is late. That is why it is necessary to constantly analyze marketing mix in the market of agricultural machinery, to detect its problems and prospects in order to maintain the necessary level of development of this market.

DOI: 10.5901/mjss.2015.v6n3s6p19