THE POTENTIAL OF THE VETERINARY MEDICINE ENTERPRISE: THE EFFECTIVENESS OF MARKETING RESEARCH IN IT FORMING

A statistical analysis of the activities of veterinary medicine enterprises shows that over the last decade, the scientific content of their products, in particular veterinary drugs and feed additives, has increased significantly. At the same time, the experience of the leading enterprises of veterinary medicine, namely Ukrzoovetprompostach PJSC, Brovapharma LLC, Ukrvetprompostach LLC, Biopharm PJSC, Product LLC, Inter-Syntez LLC, confirms that in this the productive role belongs to marketing, as an effective economic tool of systematic market analysis and development of relevant proposals. The role of marketing in the development, organization of production and sale of veterinary medicine products with objective consideration of the processes taking place on the product market is recognized and economically justified. 
The main functions of marketing include: study of demand for products, organization of advertising, development of ways of guaranteed sale of products, formation of its assortment, comparison with respect to the characteristics of products of competing enterprises. The basis of marketing research on the veterinary medicine market is the collection, analysis, and generalization of market information, including and consumer requests. The experience of the mentioned enterprises shows that properly organized marketing research of the product market contributes to the rational development of enterprise management systems, ensuring the proper quality of products and their competitiveness, as well as the effective distribution of costs at all stages of the production cycle. 
The effectiveness of marketing research is based on the features of marketing information regarding the detailed study of the technical and economic characteristics of the products that are put into market circulation, taking into account the potential opportunities of the companies producing the products and all the factors that are present in the market conditions. 
It is important, at this stage of the development of market relations, to continue research on the study of positive experience regarding the significance of marketing research on the market of veterinary medicine products in the formation of the potential of enterprises.