Choice of marketing channels of distribution in the integrated marketing system of sale of farm products

The article summarizes the main problems of selling agricultural products, carries out a meaningful analysis of distribution marketing channels and the functions performed by their participants, with the determination of strengths and weaknesses, advantages and disadvantages of each of them in modern conditions of agribusiness. In the process of research, we set the task of researching integrated marketing systems that are based on the joint work of participants. At the same time, participants can cooperate on a permanent or temporary (contractual) basis, create a cooperation of enterprises in a similar field of specialization. Within the framework of the study, the characteristics of marketing channels for the distribution of agricultural products and their adaptation in accordance with market conditions are provided horizontal and vertical marketing systems are compared from the point of view of functions, their strengths and weaknesses are established, directions for improving the product sales system are proposed. Identified opportunities to improve marketing channels by: strengthening of supporting organizational structures (for example, financial institutions, insurance agencies and rural transport companies); improving physical infrastructure (eg roads, electrification and communication services); use of horizontal marketing systems based on cooperation between farmers. It was determined that the creation of marketing channels based on the cooperation of farmers, their resource potential, product distribution are effective integrated product sales systems today, which will allow to obtain synergistic effects and mutual benefit for farmers. It is proposed to give preference to wholesale food markets, which create the most favorable con- ditions for the sale of farmers' products. It has been established that wholesale food markets create the most favorable conditions for the sale of farmers' products, especially with small sales volumes, because the wholesale food market is an opportunity for the quick sale of produced agricultural products, with the protection of the legitimate interests and rights of agricultural produc- ers who carry out the wholesale sale of agricultural products of their own production.