The article deals with the problems of formation of the agricultural enterprises marketing policy.

In the market conditions various forms and types of competition exist. There is a free access to the markets of a large number of sellers and buyers. The determining factor of the enterprise activity is effectiveness of marketing policy aimed at maximization of sales volume and profit increase. In these conditions, the main task of agro-enterprises is the production and sale of competitive products.

Production and marketing of agricultural products has a number of social-economic, organizational-technical and other specific features, that have an influence on the organization of the efficient product marketing system, that requires a study of its organization, principles development and effecient management decisions.

The author has analyzed these features and investigated the functioning mechanism of Ukrainian agrarian products marketing. The first feature highlighted by the author is the need in constant marketability improvement, the second feature is greater flexibility and mobility of small producers compared to large enterprises. The third feature is the multi-channel marketing of agricultural products.

Basing on those features, the author formed the main principles of the agricultural enterprises marketing policy, which consists in maximization of commercial benefit.

It should be noted, that the commodity producer is focused on maximization of commercial benefit, assessing many factors influencing its level, including the distance from farm to markets and processing enterprises, type and quality of transport communication, availability and state of their own vehicles and others.

Taking this into account, the next principle of efficient marketing of agricultural enterprises is the principle of the guaranteed product sales, the implementation of which helps to minimize economic risks in agricultural production.

The third principle of agricultural commodity production marketing is the prevailing orientation of production to meeting the regional market needs.

The implementation of this principle for increasing the marketing agricultural products efficiency is important also, because the medium and small producers are generally unable to form large wholesale deliveries of their products, which greatly effects the consumer composition and structure, the size of sale cost etc.

The small size of resources, implementation of technological requirements for agricultural production and realization of entrepreneurial initiative in the form of non-agricultural, industrial and other kinds of activities – all this does not allow for the small agricultural producers to form the wholesale deliveries. Thus in order to establish an efficient system of products distribution, the small producers should be guided by the fourth principle - a rational combination of its own, rental and cooperative capital assets during the storage and transportation of products.

The considered features and principles make possible to identify the main directions of agricultural producers marketing improvement in today's marketing environment.

Summing up the above said, we can conclude, that a number of factors have an impact on the agricultural producers choice for the ways of marketing. And not always the main criterion is the price of products. It is obvious, that this choice is influenced by the following factors: the immediate need of agricultural producers in money, in particular for the fuel purchase; also the inability of long term yield storage; low yield quality; the level of the buyers’ requirements to the products biological quality (gluten content, protein, pH etc.) and its physical condition (grade of quality, humidity etc.); type of payment (cash or non-cash payments) and payment terms. Undoubtedly, an important factor is availability or absence of vehicles for goods transportation. It proves again, how important is it to focus on the infrastructure development, when considering the evaluation methods of the sales marketing efficiency.

Key words: marketing, agricultural enterprise, product, price.