Marketing product quality management in the agricultural sector as a factor in increasing enterprise competitiveness

Abstract

The significance of marketing management of product quality as a key factor in increasing competitiveness in the agricultural sector is considered. The article analyzes how the interaction between enterprise economics and strategic marketing influences managerial decision-making, ensures stable profit, and optimizes operational costs. Special attention is paid to the role of transitioning from a traditional production paradigm to the concept of holistic marketing in forming competitive advantages. The process of applying mathematical models (ROI, ROMI, ROAS) for the objective assessment of marketing investment effectiveness is investigated. This helps enterprises shift managerial processes into a strict financial plane and evaluate the profitability of advertising campaigns. The impact of quality differentiation on the price elasticity of demand is studied, focusing particularly on how reducing elasticity can facilitate the establishment of premium prices and the generation of excess profits without the risk of losing the audience. The issue of capitalizing intangible marketing assets is examined separately, emphasizing the importance of implementing international safety systems (ISO 22000, HACCP) as reputational tools for entering global markets. It is concluded that quality management and the branding of geographical indications contribute to reducing purchasing risks, increasing consumer trust, and protecting product authenticity in the international arena. The article also discusses the importance of strategic marketing for long-term planning and rapid adaptation to the macroeconomic and climatic challenges of a competitive environment. It demonstrates how technical and economic integration can assist management in assessing customer equity, increasing profitability, and ensuring the survival of the enterprise. Thus, marketing quality management acts as an indispensable element of the management process, promoting the long-term competitiveness and successful development of agricultural enterprises. Special attention is given to the importance of developing a comprehensive model for evaluating competitive advantages. It has been proven that only the synergy of precise financial analysis of marketing expenditures and a consistent policy of quality differentiation can ensure the sustainable economic development of agricultural enterprises in a volatile market environment.