Transformation of the Marketing Environment Concept from Enterprise to Industry Level: Methodology for Assessing Its Impact on Crop Production Development.

The article examines the methodological foundations for studying the influence of the marketing environment on the development of the crop production sector in Ukraine in the context of transforming the analytical logic from the enterprise level to the industry level. The object of the research is the marketing environment as a system of external and internal factors shaping the functioning conditions and development dynamics of the crop production sector. The purpose of the study is to substantiate and develop a methodology for assessing the impact of the marketing environment on the development of the crop production sector in Ukraine based on a reconsideration of the structure of external and internal marketing environments, taking into account industry-specific characteristics. It is established that the classical model of the marketing environment, originally designed for enterprise-level analysis, is insufficient for explaining the development patterns of the industry as an integrated economic system, since a change in the object of analysis entails a transformation in the hierarchy and functional roles of environmental elements. A model is proposed in which the industry occupies the core of the analytical framework, while customers, suppliers, intermediaries and contact audiences constitute the industry’s microenvironment, and the macroenvironment defines the general framework conditions for its development. The internal marketing environment of the industry is interpreted as a set of structural and behavioral characteristics, including the structure of producers, level of concentration, specialization, product structure, distribution channels and marketing adaptability. For quantitative assessment of the influence of marketing environment factors, correlation analysis, dynamic analysis and index methods are proposed in relation to key indicators of crop production development. The results form a methodological basis for further development of tools for assessing causal relationships between market conditions and industry dynamics.