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Strategy for marketing activity development on the cereals market in the Republic of Moldova” (based on agricultural entities)

Author: Mîrza Sergiu
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Sergiu Petrovici
doctor habilitat, professor, Cooperative Trade University of Moldova
Institution: Cooperative Trade University of Moldova


The thesis was presented on the 6 October, 2017
Approved by NCAA on the 11 May, 2018


Adobe PDF document0.63 Mb / in romanian


CZU 339.138:633.1(478)

Adobe PDF document 2.97 Mb / in romanian
1856 pages


cereals market, agromarketing, marketing policies, marketing research on the cereals market, cereals producers, development strategy of marketing activity, implementation efficiency of development strategy of marketing activity


Thesis structure: introduction, three chapters, conclusions and recommendations, bibliography with 182 titles, 5 annexes, 146 pages of basic text, including 36 tables, 20 figures and 15 formulas. Basic tenets of the work were published in 15 scientific papers with a volume of 7,16 copyright pages.

Field of study: economics, marketing.

The goal and objectives of the research. Research goal – elaboration of the scient ificmethodological and practical recommendations on development strategy of marketing the grain market in Moldova. The proposed goal requires solving the following objectives: analysis of modern scient ific elaborations on substant ial marketing activity in agriculture; emphasise the peculiarities of agricultural marketing activity to serve as basis for strategy of the marketing; analysis of scientific developments regarding the assessment of marketing activity efficiency in agricultural entities; a retrospective evaluation and the current state evaluation of the cereals market; analysis of the cereals market through the marketing policy elements; assessing the State forms of involvement in the cereals market; emphasise the strategic priorities for development of the marketing activity on the cereals market in terms of new economic challenges; reasoning the need for assessment of marketing potential as a means of ensuring competitiveness within the cereals producers; developing a system of indicators in order to assess the eficiency of marketing activity within agricultural entities that produce cereals; setting up the stages and the measures regarding the development of marketing activity within the cereals producers.

The scientific novelty of the research work consists in developing a set of scient ificmethodological approaches and practical recommendations regarding the development of the marketing activity, considering the peculiarities of development of cereals market in the Republic of Moldova. The current major scientific problem solved in the research paper is substantiating and motivating the need to develop marketing activity on cereals market in the Republic of Moldova.

The practical value of the thesis consists of carrying out an extensive analysis o f the cereals market both from the point of view of demand and supply on the market, as well as from the point of view of marketing elements. Market analysis from the point of view of marketing elements could be a model of market analysis for each agricultural household that plan to implement and develop the marketing activity in order to ensure the highest competitiveness on the market.

Implementation of scientific results. The research results were presented and discussed during the scientific conferences and symposium, and published in scientific journals in the field. Some of the recommendations developed in the thesis were accepted for implementation in the activity of the Rural development, agricultural statistics and marketing Department within the Ministry of Agriculture, Regional Development and Environment, as well as agricultural company SRL „FOSEGAMIV”.