MARKETING FACTORS IN BUSINESS MANAGEMENT

When forming its marketing policy and conducting research, the management of the agricultural company must take into account the existing conditions or the so-called marketing environment, which influences consumer behavior and the specifics of the marketing tools used. The marketing environment is the set of factors that are uncontrollable from the company's perspective. These conditions form the external environment that marketing-oriented companies in all sectors of the economy, including agribusiness, must take into account. The factors of the marketing environment must be studied, analyzed and evaluated as favorable or not. Furthermore, these factors are always dynamic, which is why it is necessary to monitor changes and especially trends in their development.