ON THE ISSUE OF MARKETING COOPERATION DEVELOPMENT IN AGRICULTURE: INTERNATIONAL EXPERIENCE
The aspects of the development of marketing cooperatives in developed countries including the United States are discussed. Special attention is paid to the strategies of dairy products promotion in the market based on the design of the product-brand strategy which involves identifying proportions (ratios) between the sales of regional products in the local markets compared to the leading competitor region, and the determination of the prospects of the activity of both dairy processing companies and retailers, and the share of sales of a certain product category in the structure of regional sales of the product taking into account the level of development of market infrastructure. The general direction of the development of marketing cooperatives in developed countries is the economic adaptation to the growing competitive market environment and the organization of cooperatives by combining the economic interests of producers in order to obtain various services. In present-day Russia such cooperatives are mainly organized through the process of transformation of the existing legal forms created on the basis of privatized service and processing agricultural enterprises. In addition to branch features of cooperative formation there are the territorial features associated with the regional patterns of natural and economic conditions and existing farm types. This work discusses the directions of marketing cooperatives development in the United States with regard to the association of processing companies into marketing cooperatives.