Статті в журналах: "Advertising activity of the polygraph enterprises"

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Pylypchuk, Volodymyr, Ivan Kyrylov, and Kseniia Korolkova. "The Advertising in Enterprises Marketing Communications Activity in the Internet." Marketing and Digital Technologies 4, no. 2 (June 30, 2020): 72–81. http://dx.doi.org/10.15276/mdt.4.2.2020.7.

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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813//2224-1213.21.2019.14.

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Анотація:

The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries that have already had many years of experience and history of operation – during 1991-1993 more than 1000 different advertising campaigns were created in Ukraine. companies, including more than 400 companies have been created in the media. We should also take into account global trends, especially globalization, the development of information technology and the Internet, which are also influenced by the domestic advertising market, which in general have caused dramatic changes in the principles of activity of the entire existing advertising industry. In the course of the research were used: general scientific methods, in particular: systematic approach – to summarize data of the advertising sphere as a whole set of elements in a set of relations and relations between them; methods of systematization and forecasting – to determine the general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine. The general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine are substantiated. The main reasons that have had an impact and will have an impact on the activity of domestic advertising companies in the future are identified. The scientific novelty is to identify the main tendencies in the development of the advertising sphere of Ukraine and domestic enterprises of the advertising sphere, as well as the factors that influenced and influence their activity. The results of the study are aimed at ensuring the quality management of the activities of advertising companies and ensuring a high level of their competitiveness. They can be used to refine and / or revise strategic plans for development and activities, management principles of advertising businesses.

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Nowacki, Robert. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market." Contemporary Economics 15, no. 4 (December 2021): 415–28. http://dx.doi.org/10.5709/ce.1897-9254.457.

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Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a survey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ selected using the quota method. The subject of the research were opinions on advertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertising standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertisements, on the other, they assess their effectiveness as worse. However, the respondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.

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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813/2224-1213.21.2019.14.

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Анотація:

The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries that have already had many years of experience and history of operation – during 1991-1993 more than 1000 different advertising campaigns were created in Ukraine. companies, including more than 400 companies have been created in the media. We should also take into account global trends, especially globalization, the development of information technology and the Internet, which are also influenced by the domestic advertising market, which in general have caused dramatic changes in the principles of activity of the entire existing advertising industry.In the course of the research were used: general scientific methods, in particular: systematic approach – to summarize data of the advertising sphere as a whole set of elements in a set of relations and relations between them; methods of systematization and forecasting – to determine the general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine.The general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine are substantiated. The main reasons that have had an impact and will have an impact on the activity of domestic advertising companies in the future are identified. The scientific novelty is to identify the main tendencies in the development of the dvertising sphere of Ukraine and domestic enterprises of the advertising sphere, as well as the factors that influenced and influence their activity.The results of the study are aimed at ensuring the quality management of the activities of advertising companies and ensuring a high level of their competitiveness. They can be used to refine and / or revise strategic plans for development and activities, management principles of advertising businesses.

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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.

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Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business management and communication policy are changing as one of its components. The number of audiences on the Internet already exceeds a significant number of traditional media, so when forming a communication strategy, it is necessary to assess: whether Internet users are part of the target audience, how easy it is to reach it via the Internet. The theoretical aspects of the features and current trends in the development of the digital marketing system are examined in the robot. Analytical follow-up of the activity of Ltd “Biosad” was carried out. Approved methods and methods of molding and pushing products under the support of digital marketing tools. Intensive development of electronic communications is a powerful tool for selling goods and services, as well as a means of active economic and technological improvement, development of Internet sites and defines the face of the modern domestic Internet. The Internet audience is significant and is characterized by the ability to attract the attention of the target audience. A test advertising campaign was conducted on the social network Facebook, after which a decision was made to retarget. As the advertising traffic was conducted through the account, the audience of those who interacted with the company’s account during the last month was gathered.

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Zolotarova Valentina. "Ways to increase the efficiency of the marketing activities of the advertising enterprises." Middle European Scientific Bulletin 1 (June 6, 2020): 4–7. http://dx.doi.org/10.47494/mesb.2020.1.2.

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Анотація:

The purpose of the article is to identify ways to improve the marketing activity of advertising companies. In the course of the research were used: general scientific methods, in particular: systematic approach - to identify and justify the global trends in the development of advertising services; expert survey method - to determine the priorities of advertising companies and promoters of promotional products among these two groups of respondents in the process of interaction; systematic method - to determine the main directions of increasing the efficiency of the enterprise advertising industry. According to the results of the research, the author identified the main trends that will prevail in the world and domestic advertising sphere in the coming years, as well as the main directions of improving the efficiency of the advertising industry. The practical significance of research results is that they can be used by advertising companies to improve their own performance, create new sustainable competitive advantages, find strategic opportunities, and more.

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Makarov, A. M., and Ya S. Vasilyeva. "COMMUNICATION EFFECTIVENESS OF SMM FOR SMALL AND MEDIUM-SIZED ENTERPRISES (A CASE STUDY OF ADVERTISING PUBLICATIONS IN SOCIAL NETWORKS)." Bulletin of Udmurt University. Series Economics and Law 30, no. 5 (November 12, 2020): 654–62. http://dx.doi.org/10.35634/2412-9593-2020-30-5-654-662.

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The study focuses on the communication effectiveness of SMM for small and medium-sized enterprises. The task of the article is to determine the effectiveness of advertising in social networks. The general set was production, trade enterprises, and service enterprises of the Udmurt Republic. The sample analyzed 180 advertising posts published in April and May 2019. For enterprises and advertising publications in the sample, a number of indicators of communication effectiveness were measured: the number of group members, the level of publication activity, coverage, the number of reactions, the quality of advertising posts, the level of community involvement. The analysis showed that over half of small and medium-sized companies practically do not use advertising in social networks. This applies to both INSTAGRAM accounts and VKontakte communities. At the same time, the average number of subscribers in communities is quite high for the market of the region in question. It was found that the quality of advertising publications is rather low on a number of key parameters, which include the level of novelty, emotional saturation, motivation to action, etc. The level of community involvement in INSTAGRAM was identified as low. At the same time, it is significantly higher than the one we calculated for the VKontakte social network. Based on this analysis, the article made a number of proposals for small and medium-sized businesses to more effectively use commercial accounts in social networks for advertising purposes.

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Lozhachevska, Olena, and Ruslan Hryhorenko. "ANALYSIS OF MARKETING ACTIVITY AND COMMUNICATION POLICY OF CAR SERVICE ENTERPRISES OF UKRAINE." Economic Analysis, no. 28(3) (2018): 170–75. http://dx.doi.org/10.35774/econa2018.03.170.

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The effective use of information technology becomes one of the most important factors in the survival of enterprises in the modern hyper-information space in the context of the transformation of economic relations. The formation of the information society has determined the necessity to reconsider the approaches to the marketing activity of enterprises. It is caused by the emergence of new forms of communication activities in the hypermedia environment. The researches show that in 2017 60% of the population of Ukraine are Internet users. The social networks became the main source of information for 63% of these users. It has led to the redistribution of advertising budgets in favour of the Internet. Such situation has caused the need for a theoretical rethinking of the conceptual foundations of marketing activities of enterprises, their communication policy. The financial condition of modern car service enterprises has been investigated in the article. The influence of the use of components of interactive marketing on their activity has been proved.

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Latysheva O. V., Ipatova N. O., and Ipatov V. V. "Internet Marketing as a Means of Improving the Efficiency of Activity and Competitiveness of Companies in the Tourism Industry." Herald of the Economic Sciences of Ukraine, no. 2(41) (December 16, 2021): 178–82. http://dx.doi.org/10.37405/1729-7206.2021.2(41).178-182.

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This article considers the essence and possibilities of using Internet marketing activities for companies in the tourism industry, emphasizes their positive importance, which provides statistics on the volume of the advertising market and Internet advertising, as well as data on the economic effect of using the Internet in a particular domestic travel agency – marketing activities, such as: contextual and banner advertising, search engine optimization, SMM-promotion. It is established that now the Internet has become an integral part of our lives, while the Internet-technology has changed not only the daily life of society, but also called into question the existence of large enterprises and small and medium enterprises. Reasonably, that practically the cardinal changes caused by these changes happened in all industries. A competition became harder, and those companies was able to adapt oneself in new terms got new quality changes, and those that was not able to adapt oneself bore severe losses. Internet marketing is one of the main tools of non-price competition, which is increasingly displacing price competition based on the method of reducing prices. That is why the implementation of Internet marketing tools needs further research. For the implementation of Internet marketing activities it is necessary to determine the target audience, make a portrait of the client, set clear goals and the next step is to choose the channels to attract customers. Internet marketing is suitable for any type of business, it is more profitable than visual advertising has been proven. Internet marketing is developing very quickly, and only those entrepreneurs who can quickly adapt to the new conditions of business start-up will be able to win has been noted.

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Volvenkins, Sergejs. "QUALITY ANALYSIS REGARDING ADVERTISEMENTS OF SMALL AND MEDIUM–SIZED ENTERPRISES." Latgale National Economy Research 1, no. 4 (June 23, 2012): 373. http://dx.doi.org/10.17770/lner2012vol1.4.1845.

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The aim of the paper is to determine and analyse the quality of advertisements created by small and medium–sized enterprises (SMEs) of Latvia. SMEs often devote unreasonably little attention to the quality of making an advertisement regardless of the restrictions faced by SMEs in their activity: lack of resources, lack of marketing experience, scope of business activity, as well as tactical and strategic customer–oriented problems. The owners of SMEs do not have the required knowledge and experience in making efficient advertisements, entrepreneurs do not believe in the effect, which may be obtained from marketing communications by laying greater emphasis on other marketing activities and, thereby, underestimating the contribution of advertising in relation to promotion of products in the market. (2; 5; 12)

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Корнилова, Виктория, and Victoria Kornilova. "Sociocultural Aspect of Vocational Training of Future Managers of Advertising and Public Relations." Scientific Research and Development. Socio-Humanitarian Research and Technology 6, no. 4 (December 18, 2017): 45–49. http://dx.doi.org/10.12737/article_5a2e6cd72a2a07.41313528.

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Article discloses specifics of vocational training of future managers of advertising and public relations. The author emphasizes importance of search of innovative approaches to training of the students promoting formation of knowledge, skills of advance of commercial and non-commercial enterprises and public organizations of welfare orientation. The communication space of welfare activity is investigated, special attention is paid to questions of vocational training of students on the new profile "Sociocultural Communications and PR-technologies".

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Dmitrieva, Natalya, Olga Gabinskaya, and Galina Chistyakova. "Planning Exhibition Activities of Coal Mining Enterprises." E3S Web of Conferences 41 (2018): 04044. http://dx.doi.org/10.1051/e3sconf/20184104044.

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The development programs of coal mining enterprises pay special attention to the increase in production potential and the penetration of new market niches, as well as the organization of rational interaction with related industries. The creation of clusters in such conditions contributes to the sustainable development of the region. The exhibition activities of coal mining enterprises play an important role in establishing rational interaction with companies of coal and related industries, thus creating favorable conditions for the modernization of Russian coal mining and processing enterprises. The article focuses on the pre-show stage of the exhibition activity of coal mining enterprises devoted to planning and preparing for the exhibition event. The series of decisions made during the stage include setting goals of participation, choosing the exhibition event, determining the form of participation, designing the stand, planning onstand and off-stand activities, preparing information, advertising and souvenir materials, recruiting and training of the exhibition staff.

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Ilchenko, T. V. "The Role of Marketing Instruments in the Innovative Development of Agrarian Enterprises." Business Inform 10, no. 513 (2020): 460–68. http://dx.doi.org/10.32983/2222-4459-2020-10-460-468.

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At present, intensification of innovation activity is recognized as the priority direction in the operation of agrarian enterprises. It is determined that this, first of all, requires the formation of a qualitatively new system of marketing provision for innovative development of agricultural producers, introduction of modern information and communication technologies, and the use of digital marketing instruments. Therefore, the research is aimed at substantiating and developing proposals to improve the effectiveness of innovative development of agrarian enterprises with the use of marketing instrumentarium. To achieve the aim, research methods such as analysis and synthesis, comparison, generalization, statistical analysis, structural and logical method, systematization are applied. The indicators of innovative development of food production enterprises are analyzed in accordance with KVED-2010. The key factors that determine the feasibility of using marketing instrumentarium in the innovative development of agrarian enterprises are identified. The main advantages of using information and communication technologies as an important marketing instrument in the innovative activities of agrarian enterprises are defined. Global trends in the development of the digitalization process in agriculture are examined. The peculiarities of digital channels for the promotion of agrarian products are considered, which include content marketing (SEO, SERM, SMM, PR content, e-mail marketing, ORM); digital advertising (contextual, targeted, media advertising); multichannel promotion; web-analythics. The directions of intensification of innovation activities of agrarian enterprises with the use of marketing instruments are defined, which are conventionally systematized by eight groups: operational response; budget optimization; remote mode and taking care of the team; assistance to agrarian business through the growth of corporate social responsibility and implementation of social initiatives; marketing strategy adjustments; transformation of communication mix and portfolio of innovative products; e-com enhancement, focus on trade marketing.

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Kondrashov, Olexandr M., and Nataliia P. Novak. "Instruments of state regulation and fiscal mechanisms of financial and investment support and development of agricultural enterprises." Economies' Horizons, no. 2(9) (June 15, 2019): 88–94. http://dx.doi.org/10.31499/2616-5236.2(9).2019.213490.

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The purpose of the study is to substantiate the priority components and instruments of state regulation and the use of fiscal mechanisms to ensure the growth of financial and investment resources and the development potential of agricultural enterprises. Methods used in the research process: monographic, historical, system-structural-analysis and synthesis, problem-target approach. Results. The structure and components and tools of state regulation of financial and investment support and other priorities for the development of agricultural enterprises are determined. These include institutional support, currency regulation, overcoming bureaucracy and corruption. Particular importance is given to fiscal mechanisms and regulation of property rights. The main problems hindering the development of regional media platforms are presented. The main problems include: inadequate provision of the Internet access; low quality of traffic, content (no advertising market, no paid subscription) and fact-checking; the influence of the media founders on editorial policy; the dominance of hidden advertising. In domestic business conditions, agricultural entrepreneurs must rely on a clear definition of the legality of the actual existing rights of owners. This requirement is aimed at reducing the number of errors in management decisions, the implementation of long-term development strategies, risks and the amount of transaction costs of economic activity. Practical meaning. Agricultural enterprises, department of agro-industrial development of district and regional state administrations, tax authorities, economic faculties of universities. Prospects for further research. This allowed to determine the prospects for the development of agricultural enterprises on the basis of state support and prudent fiscal policy.

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Samoilyk, I., N. Stebliuk, M. Kucher, and Y. Saihak. "The pandemic influence on the strategy and marketing policy of different types hotel enterprises." Actual Problems of Economics 1, no. 238 (2021): 90–99. http://dx.doi.org/10.32752/1993-6788-2021-1-238-90-99.

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Recommendations for the development of hotel business development strategy and marketing policy depending on the types of business entities have been further developed in the article. Analytical data characterizing the impact of the COVID-19 pandemic on the tourism industry and hotel business have been diagnosed. The main strategic decisions made by hoteliers during the crisis have been analyzed. It has been substantiated that the strategy of diversification consisting in the expansion of activity directions; and also restructuring and reengineering � for the big enterprises, and spatial expansion � for small enterprises, are expedient for implementation for effective development of hotel business enterprises. The main priority of the hotel business strategic development should be to increase the level of safety and medical protection of customers. Marketing policy should be based on digital technologies to promote hotel and related services, including advertising and formation of target segments through SMM marketing, as well as optimization of the pricing system according to demand based on SRM management

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MASHOSHYNA, Nataliia, Viacheslav PURIKHOV, and Oksana KOVALYK. "The digital tools usage in the organization of resource support for small business activity." Economics. Finances. Law, no. 6/1 (June 30, 2021): 30–32. http://dx.doi.org/10.37634/efp.2021.6(1).6.

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The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

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Malchyk, M., and I. Adasiuk. "ADVERTISING IN THE INTERNET: THEORETICAL ANALYSIS AND FEATURES." Journal of Lviv Polytechnic National University. Series of Economics and Management Issues 5, no. 1 (June 1, 2021): 75–85. http://dx.doi.org/10.23939/semi2021.01.075.

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Анотація:

Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics. Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular. Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of enterprise ownership, and business size are revealed. The classification of Internet advertising has been improved, where the main types are grouped according to the eleven features. The essence of every kind of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the feasibility of advertising tools, settings, minimizing risks in promotion, rational use of the advertising budget, and improving performance end of the show. A comparative assessment and features of the most popular types of advertising on the network revealed the advantages and disadvantages of Internet advertising to improve its theoretical analysis. Practical implications. The constant dynamics of the Internet market create an increase in advertising requirements on the part of the advertiser and the target audience. Advertising settings and targeting are systematically updated, some types of advertising are losing popularity, and others are being replaced. There are many problems in promoting products on the Internet, so this topic needs to improve the theoretical and practical approaches to the use of advertising on the Internet as part of enterprises and organizations’ business strategy. Originality/value. The development of the information society and the Internet affect people’s lives and new communication links in the business. Business on the Internet is not an advantage among competitors but a necessary condition in the marketing strategy. There is the growth of Internet users, the emergence of new advertising tools, thematic portals, search engines, websites, advertising platforms contributes have to make effects to the development of the Internet advertising market.

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Kalmanovych, Oleksandr. "TECHNOLOGIES FOR ENSURING EFFECTIVE MARKETING ACTIVITIES OF INDUSTRIAL ENTERPRISES." Herald of Khmelnytskyi National University 294, no. 3 (March 2021): 182–85. http://dx.doi.org/10.31891/2307-5740-2021-294-3-28.

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In the conditions of strengthening of integration and globalization processes, frequent changes of conditions of functioning the industrial enterprises need to create adaptation mechanisms, to improve system of management of financial and economic activity, to define directions of increase of competitiveness of production and prospects of expansion of markets, and also to improve marketing activity. Making changes in the processes of marketing research, the formation of marketing strategies, market segmentation with consideration of issues regarding product positioning will increase the level of marketing efficiency in the enterprise. Only with the improvement of technologies to ensure effective marketing activities for the company it becomes possible to expand market segments, constantly monitor changes in consumer preferences (needs), as well as trends in doing business in a particular segment of sales and more. The article examines the essence of marketing and marketing activities of the enterprise. It is determined that the improvement of marketing activities, namely marketing technologies at the enterprise is an urgent task due to the growing role of marketing activities and its impact on the results of the enterprise. The interdependence of management functions and management functions of marketing activity of an industrial enterprise is proved. The role of such components of the management system as control and analysis in improving the efficiency of marketing activities of the business entity is proved. The basic directions of improvement of marketing activity of the industrial enterprise, in particular in marketing researches, in a price policy, at product development, in advertising activity, in organizational structure and in the organization of distribution of the goods are allocated. The influence of the formed marketing strategy on the achievement of the set current and strategic goals of doing business is substantiated. The basic concepts of marketing on the basis of which the company manages marketing activities are considered. The influence of the organization of the marketing structure (marketing department) and the corresponding information support on the effectiveness of marketing activities and obtaining the goals of the enterprise is studied. The necessity of forming a system of indicators according to which the management staff will be able to assess the level of efficiency of marketing activities of an industrial enterprise is proved.

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Bashnyanin, Grigory, Valentina Kutsyk, and Irena Svidruk. "THE LEVEL OF KNOWLEDGE INTENSITY OF THE COUNTRY’S ECONOMIC SYSTEM." Baltic Journal of Economic Studies 5, no. 1 (March 22, 2019): 1. http://dx.doi.org/10.30525/2256-0742/2019-5-1-1-9.

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The relevance of studying the issues of the knowledge intensity of economic systems has led to the conduct of these studies and determines their scientific and practical significance. The purpose of the study is a multidimensional analysis of the knowledge intensity of the domestic economic system, in particular, its creative potential, the activity of technological modernization of industry, and the creative initiative of economic actors. In the process of research, the EBRD methodology is used to evaluate the development of the knowledge economy, taking into account the specifics of the national organization of official statistical observations. In 2017, more than 1.8 thousand domestic enterprises (in the industrial sector – 1159 enterprises) created and used the latest technologies, innovation proposals, and other objects of intellectual property rights. The highest rates of creative activity were observed steadily among enterprises of information and communication sphere, financial and insurance directions, and also in the field of engineering. The leaders in the production and implementation of technological research and development (R&D) were processing industry, energy, engineering, professional scientific and advertising activities, non-technological – financial, insurance, information, telecommunication, processing enterprises. By types of economic activity, pharmaceutical companies, manufacturers of precise and extremely-precise equipment, chemical industry enterprises steadily occupied the leading positions in the field of creative activity. The analysis of regional dynamics shows the general tendency of reduction in the number of industrial enterprises that created, used or distributed creative developments. In general, during the period of research, the creative activity of enterprises decreased by almost a third, and downward processes are characteristic for almost all regions of Ukraine. In 2017, 2387 product innovations were introduced by the objects of industry, including innovative devices, equipment, machines, most of which were new for the relevant market. Today, there is a sufficient scientific and practical foundation for the development of creative clusters in hightech sectors. However, these processes are hampered over the lack of budget allocations. There is a tendency of increasing R&D financing by leading industrial enterprises, establishing the practice of their acquisition of hightech equipment and related technologies. In 2016–2017, there was a restructuring of investment flows, which manifested in reducing the costs of R&D intellectual components and reorientation of financial flows towards the acquisition of modern production equipment. In order to implement their own creative and innovative programs, in 2017, enterprises acquired 832 new technologies, most of which were completed with the corresponding equipment. By industrial enterprises, 59 creative technological developments were created and transferred to other entities. Total investments in updating domestic industrial enterprises amounted to more than 9.1 billion hryvnias in 2017. By types of economic activity, the leaders were the machinery and equipment industry and the food industry. Conclusions. Therefore, the significant creative potential of the domestic industry, further enhanced by active cooperation with scientific institutions, can become the basis for structural transformation and a source of scientific and technological “breakthrough” of our state.

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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.

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The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.

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GERMANIUK, Nataliia. "THE FEATURES OF TRADITIONAL AND DIGITAL MARKETING IN AGRICULTURE." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 4(58) (December 24, 2021): 194–206. http://dx.doi.org/10.37128/2411-4413-2021-4-13.

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The article highlights specific features of marketing in agriculture. It is emphasized that key condition for successful development of agricultural marketing is the orientation of farms to ensure their own competitive advantages. Essence of the category «marketing» is revealed. In general, the latter is characterized as a process of promoting goods from producer to buyers, at the level of an individual enterprise – as a mechanism to ensure ways of planning of activity, pricing and distribution of products. The core principles are presented, on the basis of which the algorithm of agro marketing functioning is developed. It is substantiated that during their own activity agricultural enterprises should take into account the following marketing features: dependence of production volumes on natural and climatic conditions; the importance of products for the population; seasonality of production; variety of forms of ownership and management; different levels of marketing activity; imperfect legislative base. It is committed a brief overview of the current economic situation in the Ukrainian agricultural sector. We believe that the improvement of the state of development of the domestic agricultural sphere will be facilitated by more active involvement of digital approaches in product promotion. It is approved that the introduction of digital marketing at foreign agricultural enterprises provides great benefits for their successful activity. It is founded, that digital marketing is a marketing strategy to improve the sale of goods and services based on use of digital channels (advertising on radio, contextual internet ads) to attract and retain customers. Structural components of digital marketing are considered and systematized. The key advantages of digital marketing are revealed. It is clarified that the most convenient means for agricultural producers regarding the improvement of degree of brand recognition is social networks and messengers, as they can be used to establish targeted advertising to neighboring towns or villages and provide feedback in a dialog format with consumers. It is concluded that traditional and digital marketing are a structural mechanism for promoting products on the platform of various communication channels.

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KRAMAR, Oleh. "Theoretical principles of personnel management construction enterprises." Economics. Finances. Law, no. 2/2 (February 28, 2020): 11–14. http://dx.doi.org/10.37634/efp.2020.2(2).2.

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Human Resources Management (HRM), managing work and people to achieve their desired goals, is a fundamental activity of any enterprise or organization that employs people. HRM is the basis for their creation and development. There are a number of different HRM styles, ideologies, forms, and methods, but there are no universal models that can improve performance for each enterprise or enhance their relative effectiveness in specific strategic areas, such as the introduction of new production technologies, the use of advertising campaigns. or the purchase of real estate. However, it is impossible to question the necessity of the personnel management process itself, that is, rational attempts to organize work and manage people. The purpose of the paper is to outline the theoretical foundations of personnel management of construction enterprises. Over the last twenty years, the relationship between HRM and strategic management studies has deepened, significantly widening the socio-economic range and possible cause and effect. Getting acquainted with the scientific works of the founders on this subject allows us to distinguish three main areas: 1. Micro HRM - covers the subheadings of HR policies and practices that can be grouped into two main categories. 2. Strategic HRM deals with systemic issues and issues that have serious implications for the enterprise. 3. International HRM - less involved in the context of strategic human resource management, focused on HR management in multinational companies. In the construction field, the HRM is mainly focused on the adequate provision of projects with human resources with relevant experience, professional characteristics and the right skillsets for their successful implementation. Personnel managers should have the ability to identify and document project roles and responsibilities, developing planning with a detailed description of the intermediate processes required to complete the project (or projects) and identify its human resource needs. Construction, due to its specificity and versatility, is one of the most difficult areas for managing people. The operational realities faced by construction companies confirm the risks associated with the close relationship between employee needs and performance issues.

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Lizunova, I. V., and E. A. Stepanov. "Activities of the Publishing and Printing Enterprises of the Siberian-Far East Region at the Early XXI Century." Bibliosphere, no. 4 (February 4, 2022): 50–58. http://dx.doi.org/10.20913/1815-3186-2021-4-50-58.

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The article concerns the problems of functioning the publishing and printing industry in Siberia and the Far East at the early XXI century: peculiarities of its infrastructure forming, entering the country’s printing services market, the place of a region in it. The paper objective is to represent the modern publishing and printing industry in Siberia and the Far East, its structural components, and determine the likely directions for further development of the regional market to printing product and service producers. The article reveals that, at the region territory, there are printing enterprises of various forms of ownership, production scale, printing technologies used, producing practically all types of publishing products of a wide range – from text editions to special ones. The leaders of the modern printing industry in the region are still the largest regional/area printing houses/media holdings - the flagships of the printing industry of certain territories in terms of provided products and services. At the same time, small printing enterprises start to play an increasing role, responding more flexibly and quickly to changes in consumer demand, changes and challenges of the printing services market. Their number in the region is quite large. The basis of small printing enterprises are district/city printing houses, print shops, advertising agencies, mini-printing houses, publishing centers. One can observe the continuation of the activity diversification of the largest printing houses in the region and the general digitalization of the activities of enterprises in the industry.

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Mahmood, Sahira Ahmed. "A Contrastive Stylistic Study of Some Selected Commercial Advertisements in English and Arabic." Al-Adab Journal 3, no. 139 (December 15, 2021): 27–38. http://dx.doi.org/10.31973/aj.v3i139.2306.

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Publication is only one of the tools used by public relations, like advertising is one-way communication. Advertising , as a tool, has a great importance and influence in various business processes. It is a means of communication that based on the influence of one or more individuals; by the use of one of the means of promotion available to build communication between consumers and products; advertising is the method used by the trader to effect the buyer. A range of non-personal communication means and methods ; to convey ideas and promote products and services. The Declaration is an important means of media used by different enterprises to communicate with the public and the target customers of their business; so that , to advertise great importance in the work environment. Advertising or publicity is an indispensable information activity for economic activities such as industry, trade, services and other economic activities, as well as for charitable and non-profit organizations and organizations, without announcing their efforts, they will not receive the social and financial support necessary to continue their work and performance of their mission. The aims of this paper are to examine and identify the aspects of advertisements and to clarify the linguistic features by explaining all issues which are related to it with examples and giving a detailed account about the grammatical issue of ‘A linguistic study of advertisement in English and Arabic’ hoping to would be more interesting for English students and those who are specialized in English linguistics.

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Rodionova, Natalya, Alexander Rodionov, Irina Shchetilina, Marina Manukowskaya, Mariya Rusanova, and Tatyana Razinkova. "Assessment of the marketing and innovative potential of synbiotic products with herbal biocorrector." BIO Web of Conferences 30 (2021): 01016. http://dx.doi.org/10.1051/bioconf/20213001016.

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The article presents the results of studies of the relationship of potential consumers to new synbiotic products with predictably formed functional, prebiotic properties and biological activity. The assessment of the prospects of including the developed bioactive synbiotic products in the recipes of dishes of public catering enterprises and giving them functional properties is given. The main socio-demographic characteristics and preferences of consumers in relation to synbiotic products with compositions of bioactive plant components have been identified. The trends of needs change, their duality, dilemmas, reality and problems of the main drivers relevant to the modern consumer, price expectations, preferred options for introducing bioactive synbiotic products into the diet are revealed. The study allows us to draw a conclusion about the need to take into account when developing new technologies and reflect in the information and advertising materials the identified consumer expectations regarding the taste, usefulness, safety, convenience and authenticity of new products, including synbiotic with plant-based biological active components, and their Introduction into food recipes is a promising direction for the development of enterprises of the HoReCa segment. The results of the study, carried out with a focus on enterprises in the public catering sector, seem relevant, since the use of synbiotic products with herbal biological components is an expansion of opportunities for food and bio-technologies, public catering organizations with justified socio-economic effect.

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Ievsieieva, Olga. "Competitiveness Assessment for Transport Enterprises in the Context of Accelerated Development of the International Logistics Infrastructure." SHS Web of Conferences 67 (2019): 01004. http://dx.doi.org/10.1051/shsconf/20196701004.

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In the study, the authors have identified the dominant trends in the development of the international road transport services market. These include monopolization and protectionism, structural imbalances, namely, predominance of European transport companies in the international motor transport market, prevailing of private transport companies. Hence, the researchers determined the general vector of improvement of the motor transport services market in the modern stage of internationalization of global economic relations. The current trends in the development of the international road transport services market in Ukraine are substantiated. The authors propose a competitiveness assessment methodology for transport enterprises. It is proposed to quantify the following elements as part of the competitiveness coefficient of a transport enterprise: 1) the range of offered transportation services; 2) pricing policy; 3) advertising; 4) public relations; 5) sales system; 6) employee incentive system; 7) innovative activity of the enterprise. Using the proposed methodological approach will help making reasonable management decisions to improve the efficiency of transport enterprises, to expand the information base of economic research, and to improve the quality of analysis in the context of accelerated development of the international logistics infrastructure.

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Horiashchenko, Yulia. "Information Support of Marketing Statistics of Innovative Enterprises." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 5(38) (2020): 207–13. http://dx.doi.org/10.32515/2663-1636.2020.5(38).207-213.

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Ukraine continues to actively develop a civilized business environment, including by means of marketing promotion as a factor that determines the economic development and well-being of the country, support to small and medium-sized businesses through the implementation of marketing principles in economic activity, effective Standards of marketing research UAM 91.12.0-2108654-001-2002 in order to promote fair competition. In combination with the global trend of network society development – Internet – marketing, digital marketing and marketing statistics are nowadays becoming a special source of intellectual resources. The problem remains the complexity of obtaining and integrating data, the volumes of which continue to grow. The purpose of this study is to substantiate the relevance of the study of marketing statistics and to seek optimization of modern methods of processing and analysis of marketing information in order to simplify the acquisition and integration of data. In the process of research such methods of scientific cognition were used: observation and abstraction, comparison, analysis and synthesis, methods of historical and logical analysis of socio-economic realities. Modern marketing statistics tools include a variety of SMM (Social Media Marketing) cases, guides, Search Engine Optimization, hashtags, UTM tags, custom auditing, analytics, and social advertising programs networks, project management, context tools. The main results of the study were the argumentation of the relevance of the study of marketing statistics and proposals for the optimization of modern methods of processing and analysis of marketing information to facilitate the acquisition and integration of data. The main ones are: 1) marketing information should be relevant, accessible and understandable to all market participants; 2) in the market conditions, higher education institutions in the respective field of training should train special specialists – highly qualified analysts with the necessary skills; 3) consumers of marketing services will not be completely satisfied until marketers are able to accompany them at all stages of the life cycle; 4) marketing statistics methods should be consolidated, systematized and optimized; 5) analytical tools should become key success factors in marketing statistics; 6) other factors for success should be establishing an effective data analysis at a particular enterprise.

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Vartanov, Sergey. "Modelling Economic Effects of the Media Influence as Methodological Basis for Strategizing the Media System." Theoretical and Practical Issues of Journalism 10, no. 4 (December 15, 2021): 711–33. http://dx.doi.org/10.17150/2308-6203.2021.10(4).711-733.

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This research focused on the impact of media industry on other sectors of the economy. Advertising is considered as a basic implementation mechanism of media’s economic impact on the economy. The study used the original classification of the effects of economic impact on the market at all levels, developed by the author. It examined the highest level of advertising associated with the shift in market structure and economic interactions of its members and elements. The effects of this type — tertiary ones — include not only changes in the properties of equilibrium due to advertising, but also the emergence of new types of market participants whose economic activity is determined exclusively by advertising-related goals. To describe such effects, models of marketing channels are used — a special kind of production chains that connect the preceding and subsequent units with the help of contracts for advertising and promotional activities, and models of multi-sided markets, complementing the analysis with the study of the behavior of intermediary firms that place advertisements in the media. and linking producers and consumers. Classical models of two-sided markets, considering media as platforms connecting consumers with producers, do not consider the simultaneous consumption of goods and content by the audience and the nature of the producing firms’ problems. Therefore, in this paper, the focus of the study was on the models of a three-sided market, which includes three types of participants (consumers, media firms and industrial firms). It is proposed to put such models of intersectoral relations as the basis for quantitative methods of strategizing the media system, including at the national level. At the level of strategizing of individual media enterprises or holdings, the proposed model makes it possible to predict the long-term strategies of competitors. At the industrial level of strategy development, the proposed methodology makes it possible to build key indicators that determine the strategic priorities of the industry development based on the properties of the three-sided market equilibrium.

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POLISHCHUK, Olha. "Concepts of costs, their economic content, factors of the effect on costs." Economics. Finances. Law, no. 4/1 (April 30, 2020): 27–34. http://dx.doi.org/10.37634/efp.2020.4(1).7.

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The topic being researched is relevant, because in the current market conditions, improving the competitiveness and efficient activity of domestic enterprises compels them to find effective methods of managing their business activities. The article examines the concepts of costs, their economic content, determines the factors of influence on the costs of the enterprise in Ukraine. A number of cost classifications proposed by different authors are investigated and their peculiarity is determined. The main ways to optimize the costs of enterprises. Author's classification of costs is suggested. The main directions of cost optimization of Ukrainian enterprises are given. Adequate research will help solve a number of cost-cutting problems for dairy businesses and other sectors of the national economy. The purpose of the paper is the substantiation of measures to improve cost management in the enterprise in order to increase its effective activity. Costs and optimization of their level per unit of production is an important factor in improving the efficiency of the enterprise, while at the same time improving its competitiveness. Managers and managers are increasingly paying attention to the efficiency of resource use, their rational allocation in order to reduce the costs of production and economic activity, which, as a reserve for increasing the profitability of such activities is the key to financial stability and development of the enterprise Thus, considering the different classifications of factors that affect costs, it is important to emphasize that there is a synergistic effect. This is due to the fact that by influencing the competitiveness of products, factors change each other. High competitiveness of the enterprise is a guarantee of high profit in market conditions. In doing so, the company aims to achieve a level of competitiveness that will help it to function effectively over a long period. Management of the factors provided provides for the use of a number of measures for the systematic improvement of products, the constant search for new channels of sales, new customer groups, ways to improve service, advertising and more.

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DEINEHA, OLEKSANDR, INNA DEINEHA, and TETYNA KOKHANEVYCH. "PRACTICAL ASPECTS OF APPLICATION OF CRM-SYSTEMS IN ACTIVITIES OF TOURIST ENTERPRISES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 143–47. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-23.

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The role and importance of information systems, in particular CRM, in the conditions of macroeconomic instability and digitalization of the economy are considered. The peculiarities of CRM-systems application in tourism activity are determined, which create preconditions for corporate software for marketing, sales, customer service, content management and operations, allow timely notification of customers, offer the most favorable conditions and control all business processes of tourism. It is proved that CRM is a special approach to the tourism business, in which the first priority of the company is the customer and meet his needs. The main tasks that allow tourism companies to solve using CRM, in particular the formation of customer base, automation of business processes, improving the efficiency of personnel management, sales management and the formation of analytics. The main marketing tasks that CRMs solve with the help of CRM are identified, their content is determined and it depends on the benefits that the tourism business and customers receive. It is determined that the main indicators of CRM-system efficiency include: stability of appeals and resale; sales performance; profitability of transactions; number of sales, revenue; percentage of customer retention; costs associated with sales and advertising campaigns; efficiency of interaction with clients; consumer commitment to the brand. The practice of application of CRM-systems by tourist enterprises is considered on a concrete example. The necessity of using CRM-systems by tourist enterprises is substantiated. It has been proven that CRM is a relevant platform for all business units, used to build effective interaction of enterprises with their customers and meet all their needs. These systems create real preconditions for the application of customer-oriented approach by tourism enterprises, contribute to the formation of their stable long-term position in the market.

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Borysova, Tetiana, Grygorii Monastyrskyi, and Anton Krulevskyi. "INTERNET RESEARCH OF COMMUNICATION ACTIVITY OF UKRAINIAN URBAN PUBLIC TRANSPORT SERVICE PROVIDERS." Economic Analysis, no. 29(1) (2019): 7–12. http://dx.doi.org/10.35774/econa2019.01.007.

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Introduction. The article presents the results of the research of communication activity of Ukrainian public service providers in Internet and perspectives for the development of marketing of city public transport services. The level of public relations management, the positive publications about the service provider, the presence of interactive capabilities, the presence of social advertising of public transport services, the level of positioning of service providers and image support, a function of management of customer relations are investigated. The article analyses the market of Internet researches in Ukraine and identifies the main factors influencing the development of the market. Purpose. The article aims to identify the level of communication activity of Ukrainian public service providers in Internet and vectors of the market of Internet marketing research development. Method (methodology). The results of evaluation of communication activity of Ukrainian public service providers in Internet, which are carried out on the basis of personal observation and statistical review, are presented in the article. Results. "The availability of interactive capabilities" has been determined as the most developed parameter of the sites of providers of urban transport services. "The function of management of relationships with customers" has been defined as the least developed parameter. Thus, the element "promotion" has been recognised as the most popular one among Ukrainian providers of urban transport services. The results of the study may be useful for scientists and graduate students in the field of public administration, marketing and management, managers of public transport enterprises.

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Shumilo, Yana. "Conceptual provisions of the mechanism of reflexive control of consumer behavior in the marketing activities of enterprises." Economy of Industry 1, no. 97 (April 11, 2022): 103–17. http://dx.doi.org/10.15407/econindustry2022.01.103.

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Methodological approaches are studied and conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of enterprises are proposed, which involve identifying reflective components of consumer behavior in the decision-making process on product acquisition, formation and implementation of reflective control influences. The method of identifying reflective components of consumer behavior in marketing activities of enterprises, in particular – the factors influencing the likelihood of consumer inheritance in the decision to purchase products, based on the conclusions of neurobiological researches by V. Klyucharev and improved method of multifactorial researches by R. Cattell. A distinctive feature of the improved R. Cattell’s method is the interpretation of questionnaires to determine the reflective components of consumer behavior in the decision to purchase a product, including the level of emotional instability, conformism, introversion, awareness and evaluation of decision-making time. reflexive control influences to increase product sales. The formalization of key reflexive components is carried out and the sequence of stages of realization of the mechanism of reflexive management of behavior of consumers in marketing activity of the enterprises is resulted. To implement the conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of a company proposed to use a modified model "advertising of goods" by A. Chkhartishvili aimed at profit maximization, which, unlike existing, uses reflective components of consumer behavior in the purchase decision products, in particular – the tendency of consumers to imitate. The application of the model will increase the efficiency and validity of management decisions to manage consumer behavior to enhance the competitive advantages of the enterprise.

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Холодцова, Ирина, Irina Kholodtsova, Лилия Духовная, and Liliya Dukhovnaya. "Developing a strategy for the participation of hotel enterprises in exhibitions: a theoretical aspect." Services in Russia and abroad 8, no. 8 (December 15, 2014): 164–72. http://dx.doi.org/10.12737/8258.

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This article suggests that the exhibition activity in the current market conditions is an instrument of promotion of hotel services or brands, while the focus is on the need to consider the specifics of the market in the planning arrangements and the financial costs of participation in the exhibition. In this regard, the article describes the main stages of planning and implementation of exhibition activities for the hospitality industry, as well as recommendations on the formulation of overall marketing objectives for hotels, including trademarks, pricing, distribution (sales) and communication sub targets. In the commodity objective the authors emphasize selection and implementation of effective policies to build a portfolio of services by providing a variety of existing range of hotel services of the required quality. In the pricing objective the study focuses on the selection and implementation of an effective pricing policy, including the definition of the range of prices, terms and payment terms and conditions and the magnitude of price discounts. The article provides a brief overview of the main instruments of marketing communications with consumers of exposure services, such as advertising, promotional activities, public relations, direct marketing and personal selling. The authors highlight the need to update competent approach to the design of exhibition booth of the hotel, so the main recommendation are suggested for the organization of the hotel stand at the exhibition, with a focus on the unity of the concept of the brand, which should be reflected in the design decisions of presentation materials, the appearance of the representatives of the hotel, in announcing, as well as in the design of the stand and other activities.

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MOSKVYAK, Yaroslava. "MANAGEMENT OF MARKETING ACTIVITIES OF THE HOTEL AND RESTAURANT BUSINESS ENTERPRISE." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 137–41. http://dx.doi.org/10.31891/2307-5740-2022-302-1-23.

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In the article the analysis concerning necessity of use of marketing in activity of a hotel – restaurant complex is carried out, the maintenance of marketing in system of management of the hotel enterprise is investigated. The main trends in the development of the hotel industry in Ukraine are substantiated. The main factors influencing the process of forming the hotel business in the country and determining the main directions for the development and improvement of the efficiency of the hotel and restaurant industry with the use of communications are studied. It is determined that the approach to marketing communications as an object of management implies the need to pay considerable attention to the organization of communication activities, intensification of advertising and information work both at the enterprise and with other actors in the tourism market. It is determined that to create such a management shell, allows to increase communication at the national integrated and corporate level. In the marketing system, enterprise awareness is important because any marketing activity is based on knowledge of the specific situation in the market. The organization of marketing activities should be based on the information system. The scheme of planning of marketing activity of the enterprise is resulted. The basic approaches according to which the enterprises carry out the marketing activity are defined.

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Rodionova, N. S., I. P. Shchetilina, and N. A. Rodionova. "Assessment of marketing potential of synbiotic products with bioactive plant components." Proceedings of the Voronezh State University of Engineering Technologies 80, no. 2 (October 2, 2018): 150–57. http://dx.doi.org/10.20914/2310-1202-2018-2-150-157.

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The increase in the intensity of work and the need to maintain health are one of the reasons for the transformation of the structure and characteristics of the needs of the population. These changes cause the active development of food technologies that perform the socio-economic function of providing the population with functional and therapeutic and prophylactic products that ensure health protection. The article presents the results of research on the relationship of potential consumers to new synbiotic products with predictable functional, prebiotic properties and biological activity. The article presents an assessment of the prospects of including the developed bioactive synbiotic products in the recipes of public catering enterprises and giving them functional properties. The main socio-demographic characteristics and preferences of consumers in relation to synbiotic products with compositions of bioactive plant components are revealed. Identified trends in needs, their dualism, dilemma, the reality and challenges of the main drivers relevant for the modern consumer, the expectation of prices, the preferred options for the introduction of bioactive synbiotic foods in formulation of food. The study concludes that it is necessary to take into account in the development of new technologies and reflect in information and advertising materials the identified expectations of consumers with regard to taste, usefulness, safety, convenience and authenticity of new products, including synbiotic with plant biological active components, and their introduction into recipes – a promising direction of development of enterprises of The Nores segment. The results of the study, carried out with a focus on enterprises in the catering sector, seem relevant, since the use of synbiotic products with plant biological components is an expansion of opportunities for food and biotechnology, catering organizations with a justified socio-economic effect.

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Iastremska, O. M., and O. О. Iastremska. "Capitalization of Enterprises: The Theoretical and Practical Aspects of the Status and Process of Development." Business Inform 10, no. 525 (2021): 273–83. http://dx.doi.org/10.32983/2222-4459-2021-10-273-283.

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The article is concerned with disclosing the theoretical and practical aspects of capitalization of enterprises. According to the theoretical aspect, it is determined that capitalization is considered as a phenomenon (a state), process and economic relations. In general, capitalization of enterprises has to be understood as the accumulation of capital. In connection with the tendencies of humanization and socialization along with prevailing in economic relations of the concept of dynamic competencies, the components of capitalization include the capitalization of not only market, but also human capital, intellectual property, ecologization, image, business relations that correspond to the peculiarities of the new economy and are based on the investment activity of enterprises that contribute to the growth of their capital. In the practical aspect, the capitalization of enterprises is researched in relation to the assessment of its condition and development. In the practical aspect, the expediency of using the concept of capitalization as a phenomenon (a state) is proved. Using the method of multidimensional factor analysis, namely the method of the main components, a system of partial indicators of the assessment of the state and development of capitalization of enterprises as a phenomenon is substantiated. The main indicators are chosen by the specific weight of: real investments at the expense of the enterprise’s own funds in the total volume of investments; investments in fixed capital in equity; real investments due to depreciations of the enterprise in the total volume of investments; investments in advertising in terms of the total amount of investments in innovations; capital investments in tangible assets in the total volume of capital investments; investments in computing equipment and software in the total amount of investments in intangible assets; investments for innovations in the total amount of investment; investments for informatization in the total volume of investments; investments in intangible assets in the total value of non-current assets; investments in intangible assets in the total value of assets combined into an integral indicator of capitalization by the additive convolution method. Particular values of the integral indicator of the enterprise for a certain year characterize the state of its capitalization, and values of these indicators for a few years – the process of capitalization development. On the example of 19 enterprises, applying the cluster analysis, the enterprises are grouped into homogeneous groups to compare the results of their capitalization. As a result of the use of the specified methods, a significant impact on its development of new components of capitalization is proved – the capitalization of intellectual property, intangible assets, communications, which should be given the most attention in the process of managing the development of capitalization.

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TANASIICHUK, ALONA, LIUDMILA SEREDNYTSKA, and NATALIIA DOBROVOLSKA. "MARKETING SUPPORT FOR THE PROCESS OF STUDYING CONSUMER PREFERENCES ON THE HEATING APPLIANCES MARKET." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 58–64. http://dx.doi.org/10.31891/2307-5740-2021-300-6-10.

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The article is devoted to the problems of marketing support for the process of studying consumer preferences on the market. It is proved that the study of consumer preferences involves the development of a system of marketing research of commodity markets and the determination which products the consumer prefers, the level of satisfaction with the product assortment on the market, how he chooses the place of purchase of the product, when he decides to buy the product, how the decision to re-purchase is made, on which characteristics he chooses the place and time of purchase of the product and so forth. It has been proven that the issue of ensuring the stability of relations with consumers (frequency of consumption, volume, ways, who is consumed), understanding the sensitivity of consumers to competitors’ brands require more detailed study. The purpose of the study is to develop a sequence of research of consumer preferences on the market of heating appliances on the basis of determining the frequency of consumption, modes of consumption, understanding the sensitivity of consumers to competitors’ brands. The study has demonstrated that in choosing an electric heater, buyers pay more attention to its technical characteristics and prefer to consult at the place of purchase. However, a significant number of users still choose online shopping, which means that enterprises should choose intermediaries which can sell in physical stores as well as online (online shopping is especially in demand in the period of the pandemic). One of the selection criteria for users of electric heaters has become the presence of additional auxiliary functions, such as shock protection, frost protection, protection against burns, child lock, thermostat, remote control, timer and warranty service. Enterprises need to improve their production, because this type of product is bought for long-term use, and therefore must meet all safety standards and be easy to use. The market of electric heaters in Ukraine is quite saturated with various brands, but not sufficiently developed in terms of advertising activities. In order to improve their market position, producers of electric heating appliances need to increase their advertising activity through various communication channels and media.

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Thomas, Georg. "Leadership Models and Leadership Styles as Success Factors in Small and Medium-sized Enterprises." Business Ethics and Leadership 4, no. 1 (2020): 35–42. http://dx.doi.org/10.21272/bel.4(1).35-42.2020.

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Under conditions of the population aging, one of the most pressing and urgent problems for company management is the retirement of most administrative staff over the next few years. At the same time, the majority of the young working-age population brings into question the current management practices in companies, considering the work primarily as a way of ensuring their livelihoods. There is a large proportion of the population who believe that work should bring joy, pleasure, and be open to creative activity. It leads to a shift in small and medium-sized companies (SME) from traditional management models to those adapted to modern labor market requirements. It is considered that the advertising brochures and websites of many small and medium-sized enterprises have recently mentioned a standard management style when announcing a vacancy notice. As for the employees, the presence of joint management is considered as “the most important property of the company”, while most managers treat the formation of this management style with a high degree of formality and conventionality. This article investigates the problems of trade companies in the context of the creation and implementation of labor-management policies. These challenges are widely described and discussed in the world of scientific literature, predominantly by the example of other industries, leading to inconsistencies in the conditions and features of its application in the trade sector. According to an empirical approach based on expert interviews, major leadership issues were identified. Experts stressed the fact that while struggling for skilled personnel, the companies face new challenges when the younger generation of employees emerges in the labor market. These workers require a more transformational approach to leadership than that one, which exists today. The reasons for this situation are the promotion of highly qualified specialists to executive positions. Thus, these vacancies are often replaced by those who earned it the most, being an excellent employee, but lack managerial skills. Keywords: demographic trend, leadership styles, RIASEC model, small and medium-sized enterprises, transformational leadership, general management.

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Хаджинов, Ілля Васильович. "ІНСТРУМЕНТИ МІЖНАРОДНОГО МАРКЕТИНГУ ДЛЯ ПРОСУВАННЯ ВИСОКОТЕХНОЛОГІЧНОЇ ПРОДУКЦІЇ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 137, № 4 (5 грудня 2019): 66–72. http://dx.doi.org/10.30857/2413-0117.2019.4.6.

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The article seeks to explore the main provisions of international marketing and its tools along with revealing the specific features of high-tech products and the key elements of their promotion. The modern realia of economy globalization processes pose a range of challenges to sustainable entrepreneurship development, especially to innovatively active enterprises engaged in foreign economic activity. The intensive growth of market economy is always accompanied by the boost of entrepreneurship. Entrepreneurial activity is engineering, design and combination of factors of production to create new goods and services that, in turn, will contribute to maximizing profits and meeting the societal needs. One of the latest trends in entrepreneurship within recent couple of years has been entrepreneurship in the field of high technology. Such trends have been underpinned by the current changes in the global economic environment and the transformation of consumer behavior globally. Thus, product consumption is accelerating against the reduction of product life cycles, first of all, due to a drop in the market saturation stage, i.e. market maturity. Consumers tend to have an appetite for innovations in different areas and in their heads are ready to pay considerable sums of money for innovative products. With this in mind, the major instruments for promoting high-tech products are marketing communication tools (Internet marketing and its types) and personalized specific advertising.

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Romanіuk, Iryna, Valentin Penkovskyi, and Yaroslav Yatsenko. "Functioning of tourist business enterprises in the context of rural development." University Economic Bulletin, no. 52 (March 18, 2022): 47–53. http://dx.doi.org/10.31470/2306-546x-2022-52-47-53.

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The subject of the research is the peculiarities of the functioning of tourism business enterprises in the context of rural development. The purpose of the article is to analyze the resource potential, conditions of organization and foreign experience of rural green tourism enterprises, assessment of the effectiveness of tourism and agricultural activities in rural areas. The methodological basis of the article is the methods and approaches of economic, institutional and sustainable development theory. In particular, systematic and holistic approaches, methods of analysis and synthesis, structural modeling were used; monographic; abstract-logical. The results of the article. It is determined that socio-economic resources of rural green tourism enterprises are understood as labor resources, accommodation facilities, separate utility rooms, machines and equipment or devices, production and technological processes (wine, food, oil and fat, fruit and vegetable canning, etc.), certain productions and activities growing flowers, medicinal herbs, farm animals, picking fruits and berries, mushrooms, honey production, fish farming, etc.) as sightseeing sites or tourist attractions. It is established that the tendency to increase the influence of tourism and resorts on the dynamics of economic and social development of the region is maintained by increasing domestic and foreign tourist flows, as well as increasing revenues from tourism to the local budget. It is substantiated that the assessment of economic efficiency of rural green tourism enterprises should be carried out on the basis of the volume of services provided by them, the costs of their implementation and profits. Field of application of results. The obtained results can be used in the process of further scientific study of an important problem – improving the efficiency of the market of tourist services and rural green tourism enterprises. Conclusions. It is established that rural green tourism enterprises in the leading countries of the world have developed significantly, and their number is 10.0-50.0 times higher than the number of domestic ones. Thus, rural green tourism is a mass activity, employment and income of rural residents. Therefore, in European countries, it is seen as an alternative to agriculture, where the number of employees is constantly declining due to automation and digitalization, and its support has become a state program. It also provides recreation for almost 1/3 of all tourists. Therefore, it is important to implement the most effective areas of experience in rural tourism in Ukraine. This is the organization of thematic annual advertising campaigns for rural recreation with state and regional support; indirect state support in the form of non-taxation; development of pilot projects for the development of rural green tourism for individual rural areas; combining rural green tourism with gastronomic, cognitive, etc. types of tourism; strengthening the greening of rural green tourism.

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Zhuravleva, Lyudmila Anatol'evna. "Agroindustrial complex: problems and instigating trends." Сельское хозяйство, no. 1 (January 2021): 22–28. http://dx.doi.org/10.7256/2453-8809.2021.1.36191.

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The article analyzes the current problems, functional strategies and instigating trends of the agroindustrial complex. The author describes the possible ways of solving problems and considers the prospects for the development of small-scale enterprises based on the existing government support programs for rural areas. Among the most acute problems for the successful development of farms, the author identifies the following groups of problems: 1. Economic problems: rising prices for fuels and lubricants; the volatility of the ruble exchange rate; the constant increase in tariffs for gas, electricity, fertilizers, machinery for agricultural production; the disproportion of prices of products and resources spent on their production; the lack of long-term supportive programs of preferential lending and leasing services; low level of innovation and investment activity; low level of solvency of the population; unsatisfactory state of telephone and Internet communications, roads and transport links; monopolization of sales markets by large agricultural holdings; insufficient development of marketing and logistics issues; weak image advertising of farm products and the lack of integrated marketing communications, which reduce the profitability and profitability of agricultural production. 2. Technological problems: technical and technological lagging behind the developed countries; low technological efficiency of agricultural production of peasant farms; a high degree of deterioration of the equipment and machinery. 3. Ecological problems: industrial and agricultural enterprises impacting on the environment; the inrease in land fertility; the use of pesticides leading to soil and water pollution; the lack of effective control over the quality and safety of food. 4. Social problems of rural areas: the lack of educational institutions with educational services of high quality and developed infrastructure; the lack of jobs for the adult population and youth's low interest in farming as a way of life; domestic problems. 

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Sarkisian, Hanna, and Margaryta Liganenko. "ANALYSIS OF THE INNOVATIVE ENVIRONMENT OF WINE ENTERPRISES DEVELOPMENT AS AN INFRASTRUCTURE COMPONENT OF WINE ROUTES." Європейський науковий журнал Економічних та Фінансових інновацій 2, no. 6 (December 23, 2020): 55–65. http://dx.doi.org/10.32750/2020-0205.

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The development of the wine industry as an infrastructural component of wine routes is possible only on a scientific platform, based on innovative transformations, with the support of the state and in close cooperation of all sectors of the economy related to viticulture, winemaking, and tourism. Despite the fact that the problems of management in the field of innovative development at various levels currently given considerable attention, a number of aspects of this issue remain unexplored. Thus, the analytical assessment of the innovation environment of Ukraine from the standpoint of innovation processes effective management in socio-economic systems and identifying the impact nature on the development of wineries is relevant. The main sources of innovative development inhibition are the state and the business environment. The state does not create conditions conducive to the development of the business environment, and also pays insufficient attention to the environment of knowledge production, which is the basis for innovation. This situation is risky for the domestic wine industry. Unfortunately, with the openness and insecurity of the Ukrainian market, European wines will continue to be more affordable. As a result, sales of Ukrainian products may fall, which in turn will exacerbate the fight against European winemakers for the Ukrainian consumer. Fierce competition with world leaders in the wine market dictates the need to improve the quality of Ukrainian wine products while reducing costs. A significant reserve for reducing the cost of wine is to increase the yield of grapes and the introduction of waste-free technologies. Carrying out economic transformations in Ukraine aimed at applying market principles of production regulation and increasing the competitiveness of domestic products, encourages continuous economic development and activity in economic and legal practice, which is an integral element of market economy self-regulation and a tool of responsibility for the inefficient organization of business structures. Ignoring or weakening this work inevitably leads to a crisis, bankruptcy, and liquidation of such enterprises in the wine industry. Given the international experience of highly developed wine regions of the world, it is advisable to develop and support wine tourism as a marketing component for advertising and promotion of local producers of alcoholic beverages as a tourist product, receiving additional economic and social benefits from tourists - wine connoisseurs. The key factors in the development of all wine tourism sites in Ukraine are enterprises and structures related to the production and sale of alcoholic beverages. Their share in the retail food turnover of Ukraine is set within 20%, which is quite high for the country's economy.

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Mushka, Daniella, and Yeva Erfan. "The features of transnational corporations’ advertisement in social networks." Socio-Economic Problems of the Modern Period of Ukraine, no. 4(138) (2019): 89–92. http://dx.doi.org/10.36818/2071-4653-2019-4-15.

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This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

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Mosiiuk, S., I. Mosiiuk, and V. Mosiiuk. "Tourism as a part of the national economy of Ukraine." Bioeconomics and Agrarian Business 11, no. 2 (September 24, 2020): 66–71. http://dx.doi.org/10.31548/bioeconomy2020.02.066.

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Problems of increasing of the efficiency of tourist activity enterprises, assessment of tourism resources potential in Ukraine and development international tourist activity is relevant today. The article analyzes and substantiates the development of the tourism business in Ukraine as a priority component of the national economy, is illuminated by the real and potential resource potential for recreational and tourism development spheres in Ukraine, detailed measures for the country's entry into the world tourist market. The tourism industry in Ukraine is gaining momentum. The tourism business is becoming one of the leading and profitable areas of social and economic development. The economy of the tourism business is a set of social relations that arise in the implementation of tourist activity, namely in the production, distribution, exchange and consumption of tourist services (tourist product). The tourism business economy is an integral part of the national economic complex as a catalyst for economic growth. The tourist business will help to increase budget revenues, promote employment growth, including in rural areas terrain, and because of its attractive tourist potential in Ukraine becomes possible for investments. For all this needs marketing, information and advertising support for tourism and recreation potential of the country to be improved. In terms of globalization, Ukraine should take this industry in the consideraration as one of the most promising and innovative sectors of the economy. The state should contribute to the development of the tourism industry and comply with the quality of the services provided. The integration process will be to implement European norms and standards in education and tourism and the dissemination of cultural, scientific achievements. 2020 is recognized to be the year of tourism development in Ukraine. It gives the “green ligh” tourist business. Therefore, analyzing the status and prospects of tourism business development in Ukraine it should be noted, that this industry is becoming a priority branch of the state economy. Historical, cultural-ethnographic, gastronomic, sanatorium-resort potentials of the country at creation favorable conditions for investment and proper marketing will bring country into world leaders in the tourism industry.

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Zaritskiy, B. E. "Problems of Small and Medium Business in Germany." MGIMO Review of International Relations 13, no. 6 (December 31, 2020): 133–52. http://dx.doi.org/10.24833/2071-8160-2020-6-75-133-152.

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The article deals with the problems of small and medium entrepreneurship (SME) in Germany, its role in the country’s economy. It reveals the mechanism of interaction of government structures, political parties, business alliances and the expert community in formulating and carrying out policies aimed at supporting SME. It shows that real business conditions in Germany differ substantially from what is usually offered to potential investors in advertising brochures. The Total Early-Stage Entrepreneurial Activity Index (TEA-Quote) puts Germany far behind its competitors. For several consecutive years the number of liquidated small and medium enterprises has been higher than that of newly created ones. Germany’s new generation prefers to seek jobs in big companies or in the civil service. Germany seems to have lost the Gründer spirit. Entrepreneurs complain about the great number of bureaucratic procedures, the growing shortage of skilled workforce, high electricity prices, and difficulties in accessing bank credits for micro and small enterprises. An underdeveloped market of venture capital has been a drag on innovative startups. A successful cluster policy, which gave a new impulse to the development of several territories, has not offset serious shortcomings in the country’s entrepreneurial climate. While not dramatizing the situation, the author considers as mistaken a common point of view found in Russian publications. This point of view holds that framework conditions for business in Germany constitute a near-ideal model, which leads to success as long as it is copied faithfully. The article analyses public discussion in Germany about the problems of SMEs, complains of small and medium business against the authorities. The key provisions of the government strategy to develop small and medium business adopted in 2019 and a cessionary package to mitigate damage of the coronavirus outbreak on the German economy adopted in 2020 are reviewed. The main conclusion of the author is that the German experience should be treated selectively, taking into account overall internal political, economic and social conditions under which the German policy of supporting SMEs is designed. The strengths of this policy lie in its systemic nature and a commitment to align it with industrial, innovative, social, research, and educational policies.

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Halunko, Valentyn, Kseniia Kurkova, and Vitalii Oksin. "METHODS OF ASSESSING THE EFFICIENCY OF INTERNET MARKETING COMMUNICATIONS." Baltic Journal of Economic Studies 4, no. 4 (September 2018): 76–86. http://dx.doi.org/10.30525/2256-0742/2018-4-4-76-86.

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The purpose of the study is to systematize the methodological foundations for evaluating the effectiveness of marketing communications on the Internet. In the literature, there are often limited definitions of interactivity, which do not reveal the essence and do not allow fully realizing the marketing opportunities associated with its phenomena. Today, interactive video, gaming technologies, which are increasingly used in the creation of advertising and communication materials, provide unprecedented opportunities for users to create and flexibly change their own scenarios for the development of events, to guide the history of the video and its heroes, which, among other things, makes it possible to make the presentation object not only goods or services but also the practice of behaviour in different situations of their purchase and consumption. In Internet marketing communications, preconditions for estimating the time budget, general stay in the network, implementation of specific behavioural scenarios of the full-fledged functioning of the user as a representative of the target audience, including through various devices and due to multimedia character, are formed. Optimization of Internet communications of enterprises is carried out on the basis of cyclic interactive communication and timely adjustments of parameters of the received traffic from automated services such as Google analytics, Yandex Metrica, CoMagic, and others. An audience behaviour analysis becomes possible by the use of cookie data. This fragment of data stored on Internet users’ computers reveals the broad opportunities for enterprises to target their advertising, identifying the target audience, for example, by geographic location of users, tracking their interests, counting impressions and passing through banners. Due to the high level of inherent interactivity, simplification of activity realization, and its coordination in a virtual environment, with real results, the development of marketing communications on the Internet contributes to the transition from the integrated application of specialized tools and technologies to their genuine integration. These new opportunities, subject to their implementation, will update one more aspect – the achievement of the effectiveness of Internet communications in marketing. Attempts and methodical options for the formation of a holistic set of marketing communications, with their declared effectiveness, have become widespread. The author proposes a more adaptive system for evaluating the effectiveness of marketing communications, where a balanced system of indicators and stages of work are complemented by the classical algorithms that create the necessary preconditions for preventing or neutralizing the identified problems in the organization of Internet marketing communications. The effectiveness of the CPM model depends entirely on the derivative results of user behaviour (review of site materials, ordering and purchasing goods). Therefore, depending on the goals of the campaign, that is, expanding the target audience or promoting sales, the result may be more predictable. The success of online platforms is based on the consistent development of activities, which is harmonized by three benchmarks: differentiation, effectiveness, efficiency. If earlier, marketing monitoring of the audience and behaviour of Internet users was mainly based on the features of its persons or contingents, and the information context, today it needs to be integrated (contextual targeting, retargeting, and other tools).

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Krapyvina, Dar’ia A. "Regional media platforms: Status, problems, prospects." Economies' Horizons, no. 2(13) (November 23, 2021): 45–53. http://dx.doi.org/10.31499/2616-5236.2(13).2020.227550.

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The purpose of the article is to analyse the current state of regional media platforms, identify development problems and justify solutions. Methodology. General scientific methods are used in the research. Among them are generalizations, comparisons, statistical analysis – to analyse views of the scientists on the current state of providing regional media platforms, identify development problems and justify solutions. Results. In the process of analysing the current state of regional media platforms development, an increase in the number of business entities in Ukraine that provide information and telecommunications services (in 2010–2018 from 55,977 to 174,622 units) was revealed. In general, the increase was due to an increase in the number of information services and computer programming, consulting and related activities. Considering the field of publishing, film production, radio broadcasting and television broadcasting, it is necessary to state the fact that during the study period, the number of subjects decreased significantly. This trend is observed due to the reform implemented in these areas. The leaders of the reform process are Kirovohrad region, where 25 out of 28 print media and editorial offices have been reformed, Zhytomyr (24 out of 28), Khmelnytsky (23 out of 27), Mykolaiv (22 out of 26), Poltava (26 out of 31), Ternopil (16 out of 21) regions. Outsiders of the reform process are Kyiv, Lviv, Odesa, Dnipropetrovsk, Ivano-Frankivsk, Transcarpathian regions and the city of Kyiv. In particular, in Kyiv, according to the monitoring data, none of the 4 communal mass media was reformed, and in the Transcarpathian region, 3 out of 31 editions were reformed. The volume of sold products by enterprises of the type of economic activity “information and telecommunications” increased 3.8 times or by 200,727.1 million UAH. A significant increase in sales is observed in all areas, except for magazines and periodicals. This once again confirms our opinion that the majority of the population gets information from the Internet but not from print media. Therefore, the volume of sold products has decreased significantly. The main problems hindering the development of regional media platforms are presented. The main problems include: inadequate provision of the Internet access; low quality of traffic, content (no advertising market, no paid subscription) and fact-checking; the influence of the media founders on editorial policy; the dominance of hidden advertising. Practical meaning. These problems of media platforms will allow to form their development strategy. Prospects for further research. The study will substantiate the prospects for the development of regional media platforms in Ukraine.

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Burliai, A., O. Burliai, А. Revutska, and O. Ivanenko. "Methodological principles of verification of the concept of "competition": microeconomic aspect." Collected Works of Uman National University of Horticulture 2, no. 99 (December 22, 2021): 18–28. http://dx.doi.org/10.31395/2415-8240-2021-99-2-18-28.

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Competition and competitiveness issues are extremely topical at the present stage. However, the role of price and non-price competition in enterprises has not been sufficiently studied and requires a more detailed study, which was the purpose of the article. It has been established that the first theories of competition were formulated at the turn of the 17th and 18th centuries and since then have been constantly undergoing various modifications. Given the evolution of the concept of "competition", it can be defined as a set of activities carried out by market participants to achieve their goals and consist in the integration of various instruments of competition - the provision of additional services by joining the offer of related services; formation of attractive prices by differentiating the forms and terms of payment; improving the forms and channels of product sales, customer service, improving communication through prompt and reliable information. The importance of dividing competition into price and non-price competition has been proven. Price competition. This is a kind of struggle with competitors by reducing the price of goods. Non-price competition offers more progressive and modern methods. These include isolating their products from similar competitors' products, introducing special features, expanding the range of products, improving quality, increasing advertising and warranty costs. Non-price competition allows you to focus on progress and drive sales without price fluctuations. Non-price competition indicates a higher level of quality of interactions in the market. The main advantages and disadvantages of non-price competition are determined. Thus, we can conclude that competition is an integral part of the market. The concept of competition has changed with the development of society, various economic trends and schools have contributed to this concept. From the point of view of microeconomics, it is important to divide competition into price and non-price, the use of which contributes to the increase in the efficiency of entrepreneurial activity.

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Dolynska, Olesia. "ON THE ISSUE OF CREATING TOURIST CLUSTERS IN KHMELNYTSKYI REGION." SCIENTIFIC ISSUES OF TERNOPIL VOLODYMYR HNATIUK NATIONAL PEDAGOGICAL UNIVERSITY. SERIES: GEOGRAPHY 50, no. 1 (July 1, 2021): 126–33. http://dx.doi.org/10.25128/2519-4577.21.1.15.

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Important issues in the development of regional tourism are the provision of tourist services, formation of the market of services and infrastructure improvement. The creation of clusters in the tourism sector remains relevant. From the standpoint of geographical science, the formation of tourist clusters is quite studied. The tourist potential of Khmelnytskyi region first of all includes the objects of nature reserve and historical-cultural funds available in the regional territory, which have not been involved in tourist activity yet. They are the basis for the formation of new tourist attractions, which can be used for the development of rural tourism, job creation, finding sources of income for newly formed territorial communities in order to obtain a positive effect from their formation. It is established that the synergetic effect promotes the creation of clusters with similar specialization. Determining the prospects of the tourist cluster of Khmelnytskyi region, special attention should be paid to such a form of tourism as rural (green) tourism. Extensive implementation of green tourism in the practice of newly formed united territorial communities in the region will provide additional resources to enhance their socio-economic development. Especially relevant tourist and recreational activities are in the buffer zones of national nature parks and landscape Regional Park, which are located in the Khmelnytskyi region. It is described that the material and technical base of tourism consists of: temporary accommodation facilities; specialized transport companies; tourist and excursion institutions and their subdivisions; information and advertising services; enterprises for the production and sale of tourist goods. Social infrastructure is also important for the organization of high-quality recreation for tourists: the availability of housing and communal services, cultural and household services, health care, and trade. From the standpoint of traditional economic and geographical complex formation, all factors of tourist complexes are divided into two major groups: socio-economic (labor, transport, trade and catering, souvenirs, city tourist development) and natural (geographical location, nature surface area, air temperature) etc. Many scholars, as the main social factors in the development of the tourist complex distinguish: socio-cultural: cultural-historical (architectural-historical) resources, settlement, administrative-territorial division; production and economic: labor resources, the structure of the city's economy, sources of environmental pollution, transport, land resources. Analysis of the location of these factors from the standpoint of social geography will justify measures aimed at enhancing the development of tourism in the regional tourism complex. Mass tourism is possible only if the needs of travelers in food and accommodation are met. Relevant facilities should have a range of hygiene and waste disposal facilities for tourists. Therefore, it is important, especially in rural areas, to provide in the plans of socio-economic development and general schemes of rural development places for temporary stay of tourists, appropriate infrastructure facilities, to reserve land for their arrangement. The analysis of the possibilities of Khmelnytskyi region in the tourist market of Ukraine showed that it occupies the middle places. This is due to the transit transport and geographical location. Within this region there is a clear polarization of tourism development, which determines the spatial features of the regional tourist complex development. Key words: tourist cluster, Khmelnytskyi region, green tourism, socio-economic development of the region.

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Oklander, Mykhailo, and Tatyana Oklander. "TRENDS OF MARKETING OUTSOURCING IN THE ACTIVITY OF ENTERPRISES." PROBLEMS OF SYSTEMIC APPROACH IN THE ECONOMY, no. 4(84) (2021). http://dx.doi.org/10.32782/2520-2200/2021-4-13.

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The article considers the stages of origin and development of outsourcing, its theoretical foundations. The types of outsourcing and functions that are most often transferred to third-party specialized organizations are highlighted. The objective reasons for the global spread of outsourcing (technology development, internationalization of businesses, budgetary and legislative constraints) are considered. Outsourcing models based on the criterion of "customer-contractor relationship" are identified. Features and main trends in the use of outsourcing in different countries are considered. A package of criteria for substantiating the decision to use outsourcing has been formed and the advantages and disadvantages of its use have been established. The peculiarities of the use of marketing outsourcing are highlighted due to the need to establish analytics, obtain an objective assessment of marketing activities of enterprises, the introduction of new marketing tools, the inability of a small staff of marketing to have high-quality professionals. Models of the organization of outsourcing in marketing are considered and criteria of a choice of optimum model are allocated.The stages of evolution of outsourcing in marketing and its current trends, which are to outsource the following functions and operations: development of advertising campaigns and promotions, analysis of the effectiveness of advertising campaigns, design and preparation of advertising materials, advertising production, debugging and contextual media support. advertising, advertising on social networks, administration of the company's pages in social networks, technical and content support of the site, SEO-promotion of the site, development of strategy and tactics of marketing activities, comprehensive implementation of marketing functions. Highlighted marketing trends related to outsourcing: focus on low-risk marketing strategies; total and rapid transition of buyers to digital channels; automation of part of marketing processes; rapid spread of software, digitalization of advertising structures; changing the model of content monetization and advertising; personalization of advertising offers; increasing the cost of marketing influence; establishment of stricter control over advertising content by platforms; appearance of Shoppable content; use of socio-ethical concepts of advertising campaigns; taking into account environmental trends.

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