آليات التسويق للمنتجات الزراعية اليمنية في الأسواق المحلية والخارجية: دراسة ميدانية

الملخص EN

This study aimed mainly at evaluating the mechanisms used in marketing Yemeni agricultural products and identifying the most prominent problems and obstacles facing the marketing of these products in the local and foreign markets.

And to submit proposals to activate the activity and marketing mechanisms of Yemeni agricultural products in the local and foreign markets based on the results of the study.

In this study, the researchers relied on the analytical descriptive method and used the questionnaire as a tool for collect- ing preliminary data from the research sample items from the administrative and specialized leaders in the official and private agricultural institutions re- lated to agricultural marketing and the marketing intermediaries for the agri- cultural products of Yemen.

The results of the study showed that the evalua- tion of the vocabulary of the research sample from the category of adminis- trative leaders and specializing in the field of agricultural marketing in the Yemeni agricultural institutions to the mechanisms used in the marketing of Yemeni agricultural products, generally came to an average (medium), while the degree (low or weak) of the mechanisms related to pricing and the distri- bution of Yemeni agricultural products.

The evaluations of the sample of the research sample from the category of marketing intermediaries of the Yem- eni agricultural products to these mechanisms in general were (weak), and came (medium) for the mechanisms related to the distribution of Yemeni ag- ricultural products.

The results of the study showed that there are many prob- lems and obstacles that are related to the various marketing mechanisms of Yemeni agricultural products from the point of view of the vocabulary of the research sample from two categories : administrative leaders and specializing in agricultural marketing, and marketing intermediaries for these products.

The study concluded by presenting a set of recommendations that would in- crease the efficiency of the marketing activities of the Yemeni agricultural products in the local and foreign markets in a way that achieves a competitive advantage for these products and meets the needs and requirements of the customers of these products in the internal and external market with the ap- propriate quality and in the appropriate form at the right time and at the right price.