THEORETICAL FOUNDATIONS OF THE MARKETING MECHANISM FOR ENHANCING EXPORT POTENTIAL

Abstract: This article examines the theoretical foundations of the marketing mechanism for enhancing the export potential of fruit and vegetable products. The marketing mechanism is defined as an integrated system encompassing goal setting, target market selection, product positioning, development of the marketing mix, and performance monitoring. Particular attention is given to the adaptation of international concepts, including the value chain and the "farm-to-market" approach, to the specific conditions of regional agricultural exports.