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Hydroponics is the term used for a soilless cultivation technology. Strategy is an important factor for the sustainability of a company in achieving effective and efficient goals or objectives. The objective of this research is to explain and analyze the internal and external factors that constitute the strengths, weaknesses, opportunities, and threats faced in the marketing of Hydroponic Vegetables at the Hydroponic Garden in Banjarbaru. Additionally, it aims to analyze marketing strategies and formulate alternative strategies in the marketing of Hydroponic Vegetables at the Hydroponic Garden in Banjarbaru. This research is a combination of qualitative and quantitative approaches with hydroponic vegetables as the research object. Sampling is conducted using nonprobability sampling, also known as saturation sampling. Data collection techniques include observation, interviews, and documentary studies. Then, an analysis of internal and external factors was conducted using the SWOT method. The research findings revealed the Internal Factors (strengths and weaknesses) as follows: (1) Strengths consist of maintaining quantity and quality and providing excellent customer service. (2) Weaknesses consist of limited land area and uncertain production quantities. The External Factors (opportunities and threats) are as follows: Opportunities consist of high vegetable demand, while Threats consist of price competition from competitors, pests, and diseases. An alternative strategy that can be used to enhance marketing is to collaborate with potential hydroponic farmers who produce high-quality vegetables to meet the vegetable supply, considering the limited product variations and land constraints due to consistently high vegetable demand. Additionally, this strategy aims to build consumer trust by ensuring the availability of specific vegetable types in the market (O2, O3, W5, W2).

This study aims to analyze the effect of marketing strategy and marketing capability on marketing performance at the FIBA Basketball international event in Indonesia. The RBV theory explains that good use of resources will increase value. The effectiveness of resource utilization is reflected in marketing performance which can be determined by a good marketing strategy and marketing capabilities. This study shows that marketing strategy and marketing capability have a positive and significant effect on marketing performance at the FIBA Basketball international event held in Indonesia. The ability to market and determine strategies is an important indicator of the success of organizing basketball sporting events in Indonesia.

The article studies the essence of management of the enterprise’s integrated value, taking into account the peculiarities of using digital marketing tools, based on the basics of building a strategy for enterprise development. The structure of the enterprise’s integrated value by certain stages is formed, the basic principles and components are allocated. The features of the modern use of digital marketing in the context of artificial intelligence development are considered. The authors define and substantiate their own vision of the concept of integrated value of an enterprise through a strategic approach to business management, based on determining and optimizing the cost of all elements of business processes, according to which, when producing goods or providing services, an enterprise should take into account all costs associated with this process, including the cost of materials, labor force, energy, equipment and other resources. It is noted that the main advantages of digital marketing are that it allows reaching a larger audience using Internet technologies and provides an opportunity for effective interaction with potential and existing customers. It is proved that increasing the value of an enterprise is possible on the basis of expanding the trajectory of development and business renewal on the basis of an innovative model. Analytical tools for digital marketing that help to collect and analyze data on user behavior are allocated, including: SEO tools, content marketing tools, e-commerce tools, e-advertising tools. The functional structure of the mechanism for managing the integrated value of an enterprise with the use of digital marketing is developed and proposed for application, which includes functional strategies, market development strategies, meaningful steps of managing the integrated value of an enterprise, and digital marketing tools.

Modern business conditions in Russia are steadily pushing commercial organizations to improve all their business processes, not only in operational, but also in strategic directions, which serves goals related to increasing their competitiveness and further, at least survival, and at most development. Here the main role is played by strategic marketing, which, as an effective tool proven in practice, is able, with its proper development and implementation, to effectively contribute to the organization in achieving the most ambitious goals. The purpose of the study: to develop recommendations to improve the effectiveness of the firm’s marketing strategies based on an analysis of the advantages and disadvantages of existing marketing strategies. Materials and methods: The methodological basis of this study is the concept of a complex of 4P marketing, covering the main tools that allow the company to manage relations with consumers. Although there are currently a number of other approaches to forming a marketing complex [18], we use the classic version of the 4P, since it is the most common and well proven in practice. This concept of the marketing complex allowed us to structure the existing marketing strategies of the company taking into account the management of which variable of the marketing complex they are focused on. Results: developed and made recommendations for improving the efficiency of strategic marketing processes, as well as improving standard marketing strategies. Practical implications the main results of the conducted work in terms of researching trends, identifying problems and prospects in the activities of the organization, are of great practical interest to the management of the organization, as developed recommendations and suggestions can be fully used in its work.

The article substantiates the relevance of taking into account ecological marketing solutions in the price policy of the enterprise in the conditions of sustainable development. Sustainable development involves focusing on the ecological factor as one of the key aspects of the strategy of sustainable development of enterprises. In this context, the marketing decisions in the part of the price strategy of the enterprise become relevant, since it is the price factor that is the most influential in creating additional value. The purpose of the article is to study the influence of factors of ecological marketing decisions on the formation of the price policy of enterprises in the conditions of sustainable development. That is an influential factor influencing the formation of the general strategy of sustainable development of the enterprise, as a reserve for the creation of added value. As a result of the conducted research, the strategy of price differentiation based on the environmental properties of the product was substantiated. It was proposed the formation of the price on the basis of an additional price premium for markets with a high level of demand for ecologically safe goods. A matrix of price differentiation strategies based on the ecological properties of the product is developed. The evolution of approaches to ecological innovations is improved, taking into account the purpose of pricing. Prospects for further research should be the determination of mutual coordination of all sustainable development goals when making marketing decisions in terms of influence on the formation of a general marketing strategy.

The subject of research is theoretical aspects of the formation of a marketing strategy for the development of the banking sector. The purpose of the article is aimed at researching existing aspects of marketing strategy formation and determining modern approaches to bank marketing strategy formation based on them. The methodological basis of the study is general scientific and special methods of scientific knowledge used at the empirical and theoretical levels of research: comparative, analytical, selective, dialectical, systemic approach, induction and deduction, generalization. Results of work. The article researches theoretical aspects of formation of marketing strategy of development of banking sector. The scientific concepts are generalized and the essence of the marketing strategy and its peculiarities in the activities of banking institutions are studied, the algorithm for forming an effective marketing strategy of the bank is formed, the role of banking marketing in the formation of the banking strategy in the banking services market is determined. Field of application of results in the activities of banking institutions of Ukraine. Conclusions. Marketing is becoming one of the most important factors of success in banking, along with general management, finance and technology. In this constable, the task of Ukrainian banks is to use the experience already acquired by developed countries. First, it is already proven in practice; the second, will minimize the funds and time for the banking system; thirdly, it can act as a basis for modern methodologies for the development and implementation of marketing strategies in commercial banks.

The subject of the research is the marketing strategy of persons carrying out activities in the field of customs. The purpose of the article is to develop proposals for improving the marketing strategy of customs representatives. The author used the following scientific methods: analysis and synthesis, comparison, induction and deduction. In the course of the study, the application of the theoretical design of the marketing complex 5P for the analysis of marketing strategies of participants in foreign economic activity was studied; the marketing strategies of customs representatives were compared; shortcomings of marketing strategies were identified and proposals for their improvement were developed. The scope of the results is primarily within the interests of marketing practitioners and scientists, since this specific area has not been practically studied. In addition, the results can be useful in the educational process, when teaching such disciplines as Marketing and Economic security of an enterprise participating in foreign economic activity. Based on the material presented in the article, it was concluded that the inactive marketing activities of the majority of customs representatives may lead to the termination of their activities in the face of growing competition in the market.

Micro, Small and Medium Enterprises (MSMEs) of ornamental plant agribusiness are increasing, by implementing the right strategy, MSMEs of ornamental plant agribusiness will continue to exist in responding to business competition because many traders will set up similar businesses. To maintain in the long term the ornamental plant business of CV Duta Riyan Sakduluran requires a research strategy, one of which is a phenomenological approach. The goal is to find out how the right marketing model and strategy are applied by CV Duta Riyan Sakduluran's ornamental plant agribusiness SMEs. The results of the study indicate that the position is in quadrant 1, which indicates that the position is strong and has the opportunity to be developed. There are several factors that influence the marketing strategy, namely internal factors and external factors. The strategy used is to take advantage of existing strengths and opportunities.

Purun is a raw material for handicrafts such as mats, hats, bags, baskets and many more. Purun crafts have developed in several areas in Indonesia, including the Pedamaran District, Ogan Komering Ilir Regency, South Sumatra. Because most of the households in Pedamaran Sub-district are the centers of the purun mat craft, it is well known as the “City of Mats”. Over time, the main problems faced by purun craftsmen, especially in Menang Raya, are the marketing of products to a wider range and marketing of the woven products. This study aims to analyze the marketing strategy of a home business for purun products in Menang Raya. The research was conducted in Menang Raya, Pedamaran District, Ogan Komering Ilir (OKI) Regency. The study took a sample of 6 key informants from a sample of craftsmen and several other informants such as the chief of Menang Raya, Government Apartments, NGO Institutions, lecturers, and Community Groups. The method used in this research used the SWOT analysis method. The results showed that the marketing strategy for the home business of purun woven products was in quadrant III which supports the turn-around strategy. The home business of purun woven products has market opportunities, but on the other hand there are several internal constraints or weaknesses.

In the national economies of many countries, especially developing ones, agriculture represents a significant share of GDP. The relevance of the issue stated in the study is due to the fact that the marketing strategy of agricultural enterprises is the most important element of their management system, which contributes to the sustainable development of agriculture and provision of the population with better quality food products. The need to increase the competitiveness of agricultural enterprises among similar ones also contributes to the development of agricultural technologies for obtaining high quality and environmentally friendly products. The purpose of this study is to investigate the nature of a modern agricultural company’s marketing strategy. The leading method for investigating this issue is the empirical method, namely examining the practice of marketing strategy in agriculture. As a result of the study, it has been established that a marketing strategy in the agricultural sector should make an enterprise stand out from its competitors through non-price methods. This is primarily due to the peculiarity of agricultural products – they are quite homogeneous, standardised and subject to state regulation not only in terms of safety, but also in terms of conformity with their name. It has been revealed that due to current trends in modern society regarding the need for environmentally friendly production and healthy lifestyles, it is desirable to include these elements in an agricultural company’s marketing strategy. Serious work needs to be done to improve the brand image and the image of the producer. These marketing techniques enable an agricultural company to stand out from its competitors and keep prices and demand at the required level. The results of this marketing strategy make it possible to turn a standardised, uniform product from an agricultural producer into an exclusive, special, high-end product

The purpose of the study is to determine the degree of deterioration in marketing activities in Syrian hotels during and after war. It was found that the territorial electronic marketing programmes followed by the state and hotels after the war resulted in higher hotel occupancy and higher revenues. However, there is still a large gap between the modern marketing methods used around the world and the marketing approach used in Syrian hotels today. The article analyses the effectiveness of 4 and 5 star hotels of the Syrian Ministry of Tourism. The marketing techniques, which were used over the past 5 years to meet customer needs, occupancy and revenue, are defined. The model and recommendations, which will have helped to Syrian hotels to use better modern electronic territorial marketing method are presented. It will have affected the hotel’s overall performance.

The subject of the study is the analysis of the hotel and restaurant enterprise in order to develop a marketing strategy on the example of the restaurant "Milena". In the era of comprehensive informatisation of society, market competition plays an important role in predicting and planning the long-term development of enterprises, which is based on strategic management of the efficiency of business processes. The aim of the article is to analyse the specific enterprise of the hotel and restaurant sphere in order to develop an effective marketing strategy. Many entrepreneurs consider it unnecessary to keep a marketing department at the company or spend 30% of profits on marketing. After analysing the works of today’s scientists, the concept of marketing strategy was formulated, namely, it is a prism of certain actions and methods through which the enterprise is formed and operates. The enterprise working in modern market economy, in order to improve its performance, should constantly analyse the internal and external environment, the actions of competitors, to study the needs of consumers and trends of their changes. The aim of the assignment is to analyse the activities of the hotel and restaurant enterprise "Milena"; to identify the strengths and weaknesses of the restaurant; to analyse the target audience in Kharkiv city and the work of competitors. The methods are: the analysis of the restaurant and its competitors social media networks; to conduct a survey of the target audience and analyse the results of the survey. Results: the necessary measures for the rebranding of the restaurant were proposed. It was suggested to introduce new technologies in the enterprise. It is recommended to pay attention to the younger audience of Kharkov city. Conclusions: the general indicators and indicators of the marketing activity of restaurants were analysed. To be successful, the restaurant must be able to meet the expectations of consumers, understanding the reasons why customers choose a particular type of restaurant. Moreover, as the consumer market becomes increasingly fragmented, restaurants must be aware of the needs to differentiate their customer segment and attract target customers by focusing on their important restaurant attributes when choosing a dining location. This comparison states managers and managers of Milena restaurant the actions and tactics of competitors successfully promoting their marketing activities.

The article is aimed at supplementing the theoretical provisions on the essence and role of marketing in crisis management and the formation of anti-crisis strategies, as well as proving the relevance of increasing the efficiency of the marketing activities of enterprise during the current transformations of the external environment. The essence of crisis management as a controlled process of either preventing or overcoming the crisis, which corresponds to the goals of the organization and to the objective tendencies of its development, is determined and the statements in which it is displayed are allocated. The essence of the marketing approach to management is considered, the importance of comprehensive application of marketing instruments for specific products and the market along with the development of a scenario of their interaction in order to overcome the bankruptcy of enterprise are specified. In the cycle of marketing activity, the authors distinguish the stages that are relevant during the crisis management, namely: assessment of marketing and market opportunities of the enterprise; singling out the target markets; development and implementation of marketing complex and marketing programs. It is noted that crisis management is inherently a strategic management, where the end result is represented by the development of a marketing anti-crisis strategy. The stages of formation and implementation of the anti-crisis marketing strategy at the enterprise are presented. The instruments for the implementation of the anti-crisis marketing strategy are named as follows: adaptation of pricing policy as a factor of product competitiveness and maintaining a market position; developments in the field of selling products policy on the formation of the assortment and improving the quality of goods; balancing the volume and structure of production of the actual issue to the forecast in the market; improvement of production distribution policy; use of marketing communications to stimulate consumers, etc. The main factors that determine the efficiency of marketing during crisis management are allocated, including: professionalism of marketers and the administration ability on the part of managers; conducting scientific research and forecasting of general market trends and consumption of products; quality of anti-crisis marketing strategies and a range of marketing activities; control over the implementation of marketing activities, etc. It is noted that in order to implement marketing plans and strategies in the enterprise, it is necessary to create a system where the coordinated work of all levels of the marketing system would take place. The existing problems of the contemporary marketing management are highlighted.

The article is aimed at exploring the features of the international market of consulting services in the sphere of technical design and engineering, analyzing the available methods for evaluating the efficiency of the international marketing strategy of a company and identifying the most relevant methods for assessing the marketing mechanism in the consulting industry. The analysis is carried out by comparing and collating the theoretical and practical results of specific criteria and methods, taking into account the specifics of the sphere of consulting, dynamism and variability of this market, which is growing rapidly and has the potential for further modifications. Trends and characteristic features of the international market of consulting engineering services are considered. The existing methods for evaluation of efficiency of the company’s international marketing strategy are analyzed and the most optimal methods are defined depending on the market in which the company operates, its internal resource capabilities and the strength of influence of environmental factors. As a result of the research, practical methods for evaluating the efficiency of the marketing strategy of a consulting company were systematized and the most efficient tools for assessing the feasibility, profitability, expedience of a particular international marketing strategy for a consulting company were specified, as well as a comprehensive strategic planning of international marketing activities was formed taking into account the peculiarities of the sphere of consulting on the basis of which the distinguished methods work. Prospects for further research are the analysis of batch methods of factor analysis, matrix regression analysis for modeling the relationships between latent variables of the marketing strategy and a more detailed assessment of its efficiency precisely for a consulting company on the international market.

The article defines the concept of «strategy» as: plan, competitive actions, behavior model, market position, conception and perspective. The strategy is a comprehensive, unified and integrated plan, a set of actions and measures to solve a specific problem situation, achieving targeted goals that are developed in advance for a certain period of time. Current trends in the implementation of strategies include ensuring the quality of products, focusing on individual groups of consumers and improving products and services. The strategies of leadership, cost minimization and differentiation are typically focused on gaining a competitive advantage within a wide range of industry sector segments, while the focusing strategy involves gaining cost advantages or differentiation in narrow segments of the industry sector. Modern trends in the implementation of strategies of leadership, cost minimization and differentiation focus are identified on the example of enterprises of the EU countries. Three of the most popular company strategies are: 1) high quality focus – 52.3% of the EU companies use this strategy; 2) focus on satisfying established groups of consumers – 50.3%, which reflects the world-view or ways of thinking of entrepreneurs in these markets and confirms the theoretical idea that the strategy is a conception that has a manifestation in the world-view of stakeholders and business owners; 3) focus on improving the existing products and services, which are used by an average of 41.5% of companies. In addition, 37.7% of the EU firms use the focus on appealing to new consumer groups, and 36.7% of organizations use a specific solution for a client. It is proved that most companies in the EU use two or more strategies that are built on innovation activities (products, services, business processes) at the same time.

The article is devoted to the study of the modern concept of “marketing potential” and the possibility of its use for the development of modern enterprises. Scientific research in recent years has studied the concept of “potential” in detail from the point of view of theory and practice. The marketing potential is a relatively new category and its emergence is dictated by the development of modern market relations. The article analyses various approaches to the study of this concept based on the evolution of marketing concept. It is emphasized that all the main approaches to determining the essence of marketing potential are based on orientation to the market and consumers. The relevance and novelty of the research lies in a integrated approach to the concept of “marketing potential”: from the point of view of various approaches, concepts, classification by functional characteristics. The purpose of the study is to determine the features of the modern category of “marketing potential of the enterprise” and their scientific use in the implementation of long-term development plans. The methodological basis of the research is modern scientific developments in the field of management, enterprise economics, marketing management. The marketing of the enterprise should correspond to two main concepts: consumer orientation and orientation to a cost approach to management.

The article considers the concepts of marketing strategy and organizational culture of the enterprise, their interaction. Suggestions for eliminating conflicts between marketing strategy and organizational culture of the enterprise are given. Marketing strategy is a promising approach to planning in order to achieve a competitive advantage in the market. Organizational culture is a specific product of life and development of the organization, values that are shared by most members of the firm, and which is formed under the influence of internal and external factors both spontaneously and purposeful actions to instill in staff common cultural stereotypes. Despite the complexity of the restructuring of organizational culture in cases where it is necessary for the management of the enterprise should conduct painstaking work at the enterprise and gain an understanding of the need to restructure the organizational culture of the vast majority of employees. The following measures can contribute to this: 1. Carry out explanatory work with the team on the prospects of marketing strategy and possible results in its implementation. 2. To organize the active participation of the majority of members of the firm in determining the gap between the existing and future state of the organizational culture of the enterprise. 3. Involve in the definition and discussion of measures aimed at adjusting the organizational culture and achieving the goals of marketing strategy the maximum possible number of employees of the organization. 4. Conduct a survey of employees to determine the readiness of the team to implement measures to improve organizational culture. 5. Review, if necessary, the organizational structure of the enterprise, taking into account its compliance with the objectives of marketing strategy. 6. Bring the management system of the enterprise to a state that reflects the collective values that arise in the employees of the enterprise. 7. Create, if necessary, a compensation fund to support employees who were harmed in the restructuring of the organizational culture of the enterprise

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience

The article analyzes the current tendencies in the development of marketing strategy through social networks, describes in detail the theoretical aspects of the development of modern marketing strategies for tourist destination. Taking into account the fact that the development of society dictates the requirements for the development of the market and the entities that fulfill economic management therein, it can be said that the process of developing a modern marketing strategy requires new approaches to the management of economic entities and the development of an adaptive action plan that will ensure their successful implementation. In particular, we are talking about marketing activity strategies that are developed and implemented in accordance with the general management strategy of an economic entity. In the context of the present day pandemic, the current marketing strategy is one of the main components of the successful functioning of an enterprise or organization. The latest trends in marketing through social networks are considered. Based on the analysis of modern social networks and theoretical information, a marketing strategy for tourist destination is offered. It is concluded that under today’s conditions it is advisable to develop domestic tourism – for the full functioning of the tourism industry in times of crisis. Facebook and Instagram are chosen as the main platforms for promoting the tourist destination, as these networks currently have the largest number of potential customers in Ukraine. A step-by-step plan for the implementation of a marketing strategy has been developed. Also, based on data analysis, as a social media promotion instrument has been chosen targeted advertising that allows to find potential customers and implement a marketing strategy with the main KPI – more potential customers at lower costs.

Objective: To analyze marketing strategies and patient attraction instruments in medical organizations of the Russian medical services market. Methods: The analysis of marketing strategies and tools for attracting patients in medical organizations of the Russian medical services market was carried out on the basis of the study presented by EY during a three-step survey of the largest Russian private medical organizations operating in the commercial medicine market in the Russian healthcare system. Results: In the condition of growing competition in the medical service market, a significant factor in attracting and retaining patients is the high level of qualifications of doctors and medical personnel. Another factor is the doctor’s skill in finding contact with the patient, so far as consumers of medical service cannot always assess the quality of received medical aid and therefore very often form their impression of visiting a medical organization based on the communication and participation of the doctor. Conclusion: The analysis of the research results allowed to make conclusions about the development of online advertising on the Internet as an effective marketing instrument for medical service.

Competitiveness of enterprises in the international market of goods and services is one of the main trends in the development of the world economy. In order to preserve and strengthen their competitive advantages, transnational corporations (TNC) are forced to reconsider sometimes conservative approaches to the development and implementation of marketing strategies. The article is aimed at studying the theoretical and practical aspects of the formation of TNC marketing strategies, analyzing the factors that influence the choice and substantiation of these strategies in the context of uncertainty of the global environment. TNC do not use only global or transnational marketing strategy. For the most part, compromise approaches prevail, which can be conventionally defined as standardized adaptation. Reducing the product life cycle (PLC), the use of synchronous expansion of national markets provide TNC leadership on a global scale. Finding the best time to enter foreign markets, rationalizing of marketing strategies and prioritizing the use of marketing mix tools at each stage of the international life cycle is the key to the success of TNC in the competitive struggle for international and national markets. For all TNC, the problem of marketing strategy efficiency remains the main one. Each company experiences a discussion on global and adaptive strategy in different periods of its life cycle. The combination of global thinking and local implementation according to the needs of the market, building a new level of relationships with partner (manufacturer, supplier, consumer, etc.), business processes management and integration of management functions with effective saturation with digital solutions and innovations is not an easy but effective formula for the success of TNC marketing strategies.

Currently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing research as part of the complex of marketing instruments in the tourism sphere. To achieve this aim, the article uses the following research methods: abstract-logical; situational analysis; mean, absolute and relative values; comparison, graphic, sociological; statistical analysis; economic-mathematical; expert surveys and estimations. Based on the data of the World Tourism Organization, the indicators of development of the world market of tourist services are analyzed. Performed were the following: analysis of the dynamics of the number of subjects of tourism activity (tour operators and travel agents) in Ukraine; total average number of full-time employees; income from the provision of tourist services; operating expenses for the provision of tourist services; number of tourists served by tour operators and travel agents in Ukraine. The content of marketing research is disclosed as a multi-stage process, which should include the collection, registration and analysis of data in the sphere of tourism business. Marketing researches should be conducted according to 8 stages: determining the problem; development of the concept of research; cabinet marketing research; field market research; analysis of market conditions (supply and demand); research of foreign markets; simulation modeling; formation of a marketing information system. In order to determine the rating of tour operators of the mass segment of the tourism market in 2020, a questionnaire containing 16 questions is specified. Its results can be used when evaluating tour operators in terms of customer comfort and cooperation with travel agents. It is proved that marketing research in the tourism industry is advisable to be carried out systematically. This will provide for substantiating and elaborating managerial solutions in order to maximize the satisfaction of the needs of consumers of tourist services and solve the problems of significant seasonal fluctuations in demand.

There are a great number of transnational corporations operating all over the world. All of them are facing the issue of national culture, and cross-cultural difference is of vital importance. Choosing appropriate marketing strategy assures success or failure on the international market. The concept of culture is very dynamic and requires constant observation. The tasks marketing managers started to deal with became more complex, requiring cultural sensitivity and ability to overcome cross-cultural differences.The research, presented in this paper, attempts to analyze whether national culture affects marketing strategy of international companies. The framework of cultural dimensions developed by Hofstede was taken as a basis for the analysis of Russian national culture. The author resorts to the quantitative approach based on the conducted survey and analyzes data collected in the Russian Federation. At first cultural values were used to identify Russia. Cultural values were measured at the individual level and compared to the previous findings on Russian culture. Analysis of differences in cultural values on the individual level among Russian population has shown that there is some kind of difference between previous findings related to Russia and findings obtained during the research. The level of adaptation was evaluated from the consumers’ point of view. Questionnaire was designed based on the analyzed literature, and obtained data was statistically analyzed with SPSS. Linear regression and correlation analysis were used to prove the hypotheses of the research work. Though Russian national culture was depicted as unique with a great number of peculiarities, in the industries, analyzed in this paper, the connection between marketing strategy adaptation and uncertainty avoidance, and marketing strategy adaptation and dimension of collectivism for fast moving consumer goods was proved statistically.The second stage of the research included the analysis of the empirical evidence of the cultural adaptation of the advertisement of fast moving consumer goods for the Russian consumer. A number of samples were analyzed, and two cases are presented in the paper. The pragmatic approach was used for the analysis of the empirical data.The results of the study add to the theoretical knowledge about the relationship between cultural dimensions in Russia and marketing strategies employed by transnational companies. They also contribute to the knowledge about Russian consumers’ behavior patterns. The framework can be potentially applied to other spheres of professional business in Russia.

The article discusses the theoretical aspects of strategic marketing, the essence of marketing strategies, their design levels and approaches to classification. A brief description of corporate strategy, competition strategies as well as instrumental concepts is given. Special attention is paid to the strategies for promoting new products and their typology. Promotion strategies are an integral part of the marketing mix based on the characteristics and expectations of the target audience. They define channels and communication tools and tend to focus on how to attract the attention of consumers and motivate them to take action or make a purchase. Within promotion strategies, push strategies and pull strategies are distinguished. Push marketing is a short strategy that is more concerned with getting the immediate sale. It makes use of a company's sales force and trade promotion activities to create consumer demand for a new product. The push strategy is appropriate for products with low brand loyalty and is aimed mainly at dealers and agents. A pull marketing strategy refers to a strategy in which a company increases demand for its new products and draws consumers to it. Pull marketing strategies revolve around getting ultimate consumers to want a particular product and involve mass advertising and PR. This strategy works well for loyal customers and is used for promotion of unique products. The strategy requires creating high demand for a product, which can be difficult in a highly competitive landscape. / В статье рассматриваются теоретические аспекты стратегического маркетинга, сущность маркетинговых стратегий, уровни их проектирования и подходы классификации. Приведена краткая характеристика корпоративной стратегии, стратегий конкуренции, а также инструментальных концепций. Отдельное внимание уделено рассмотрению стратегий продвижения инновационных продуктов и их типологии. Стратегии продвижения разрабатываются в рамках маркетингового микса на основе особенностей и ожиданий целевой аудитории, определяет каналы и инструменты коммуникаций. В рамках основного подхода к выделению типов стратегий продвижения выделяют стратегии выталкивания и стратегии вытягивания. Определены содержание, условия применения, задачи, достоинства и недостатки каждой из этих стратегий. Для стратегии «проталкивания» характерны агрессивные методы торговли, характеризующиеся навязыванием продукции по цепочке продаж, маркетинговые коммуникации производитель направляет на продавцов. Стратегию выталкивания целесообразно применять для товаров с низкой марочной приверженностью. Рекламная деятельность имеет узкую направленность, поскольку она направлена преимущественно на дилеров и агентов. Стратегия вытягивания предполагает создание спроса на товары и услуги со стороны конечного потребителя, на которого направлены маркетинговые коммуникации, представляющие собой активную массовую рекламу и PR. Использование этой стратегии целесообразно для продвижения уникальных товаров, продуктов с высокой марочной приверженностью, спрос на которые высок, при этом наблюдается сильная дифференциация среди реальных или предполагаемых выгод от пользования данным товаром.

Every company that wants to start its business must create a strategy to market its products or services, one of them on home care business. The current fierce competition forces companies to adopt appropriate marketing strategies, to achieve the goals set by the company or to retain the company. The purpose of marketing activities here is to influence consumers to be willing to buy goods or services company when they need goods or services on offer. Home Care in Indonesia has been around since the year 1880 but until now there is only 50 Home Care business registered with the ratio of the number of hospitals there 2488 in Indonesian so the opportunity for Home Care is still very large. To achieve the target market for Home Care requester in need strategy, strategy used in marketing is Marketing Mix. Marketing Mix is a strategy to analyze four segments in terms of price, place, promotion, and product. And this concept is very supportive in marketing because by applying this strategy we can analyze about the price on the market, the location in accordance with the target / segment, proper promotion, and product desired by the customer. Therefore the company must be able to understand the consumer behavior as well as knowing marketing strategies that must be done so that we can achieve desired goals. So to achieve the company's goals it takes marketing strategies that are useful for monitoring what's happening and what's going on inside the company and anticipating problems and opportunities in the coming period in a rapidly changing corporate environment.

Modern advertising market must not to have a spontaneous self-regulation on the part of the participants, because this leads to inconsistency of their actions. Therefore, in the first place, when we organization of the advertising campaign, the clear plan is put forward. This planning involves the development of objectives, and the ways to achieve them, also the choice of means of advertising, and planning of each stages of an advertising campaign, finally, forecasting results. This makes it possible, on the one hand, to streamline the entire advertising process, and on the other — to organize the work of each participant to achieve effective results.

In the article an approach for the implementation of innovations is presented, where at the implementation stage a specific approach of use of the results of technological developments and marketing is being developed. The main directions of the strategy at the stage of forming a business idea are shown with the aim of using intellectual property and based on which building the strategy of the whole business in the future is provided. We consider the development of a patent marketing strategy that includes analysis of market needs, consideration of the legal norms of each of the markets, and accounting for business risks. The main stages of development a marketing patent strategy for different types of enterprises are given.

This article describes the features of modern marketing in the construction industry. The main types of marketing strategy are considered. Within the scope of this article features of application of marketing strategies in the construction industry are distinguished. Authors reveals objectives and characteristics of development of marketing plan for a construction company. The universal step-by-step model of development of marketing strategy is given in the construction industry.

The main purpose of the article is substantiating the expediency of use of crowdmarketing and developing a mechanism for its use to enhance the export activity of enterprise. The marketing aspects of enterprise promotion in the global market are studied. The essence and main tasks of crowdmarketing are defined, its advantages and disadvantages are analyzed and generalized. The application of crowdmarketing has a number of limitations related to its specificity, which led to the development of a mechanism for the implementation of crowdmarketing for its efficient use by exporting enterprises. For realization of tasks of crowdmarketing, the article systematizes various systems and services, allowing to form network communities, where enterprises have possibility of communication with the target audience. The main services of crowdmarketing include: thematic forums, feedback sites, question-answer sites, social networks, trading platforms, blogs and articles in the media. The conclusions on expediency of use of crowdmarketing by enterprises-exporters at entering foreign markets are generalized.

In article it is proved that the main directions of marketing activity of the enterprises in modern economy combine lines of economic, financial, planned, production, marketing and research work. In the general structure of marketing by authors marketing of research and development, marketing of goods and services, marketing of means of production, marketing of material resources, import and export marketing, marketing of financial and investment activity, marketing of social development is allocated.

In the article an approach for the implementation of innovations is presented, where at the implementation stage a specific approach of use of the results of technological developments and marketing is being developed. The main directions of the strategy at the stage of forming a business idea are shown with the aim of using intellectual property and based on which building the strategy of the whole business in the future is provided. We consider the development of a patent marketing strategy that includes analysis of market needs, consideration of the legal norms of each of the markets, and accounting for business risks. The main stages of development a marketing patent strategy for different types of enterprises are given.

This article describes the features of modern marketing in the construction industry. The main types of marketing strategy are considered. Within the scope of this article features of application of marketing strategies in the construction industry are distinguished. Authors reveals objectives and characteristics of development of marketing plan for a construction company. The universal step-by-step model of development of marketing strategy is given in the construction industry.

The article analyzes the content of the Regulations on accounting policies of the surveyed enterprises in terms of the operations concerning the amortization of intangible assets on the following criteria: assessment on admission, determination of useful life, the period of depreciation, residual value, depreciation method, reflection in the financial statements, a unit of account, revaluation, formation of fair value. The characteristic of factors affecting the accounting policies and determining the mechanism for evaluating the completeness and timeliness of intangible assets renewal is showed. The algorithm for selecting the method of intangible assets amortization is proposed. The knowledge base of statistical analysis of timeliness and completeness of intangible assets renewal in terms of the developed internal reporting is expanded. The statistical indicators to assess the effectiveness of the amortization policy for intangible assets are proposed. The marketing strategies depending on the condition and amount of intangible assets in relation to increasing marketing potential for continuity of economic activity are described.

The dynamics of the main statistical indicators of the marketing policy of oil extraction plants in Ukraine has been characterized to identify possible development strategies for the stages in the life cycle of a business and a way of achievement of competitive advantages. The effect of different approaches to the composition of cost of sales in accordance with the selected marketing policy on the financial results has been shown. The adjustment to the selling expenses to ensure the planned volume of sales and the optimal financial result have been proposed. The subaccounts to synthetic account number 93 "Expenses for sale" have been proposed to reflect allocation of cost of sales between the reporting and future periods for actual realized and unrealized products (goods, works, services) resulting in a more accurate reflection of financial results from realisation of production (goods, works, services). For the basis for allocation of distribution costs it is proposed to use the specific weight of sold products (goods, works, services) in total volume of products (goods, works, services) to be implemented.

Today the museum as an institution serving society is recognized as one of the largest educational and cultural resources, open to the public and having a huge impact on people. But nowadays the museum is also perceived as the market of cultural values. The activities of the modern museums are increasingly measured by economic criteria: profitability, efficiency, number of visitors, the cost of a visit, demand, cultural product, etc. And this happens not only in USA or Western Europe, but throughout the world, including the Republic of Moldova. In order to survive in the society of market economy, museums use marketing strategy, and marketing is increasingly seen as a very useful tool for the successful execution of their duties in the public interest. The purpose of marketing is to attract visitors by finding the best ways to meet their needs and desires. Since the entrance to most museums is paid, the author of this article examines the marketing function of a museum ticket as a museum product. For analysis several tickets of the museums of the Republic of Moldova, as well as from a number of European countries were taken. The objectives of the museum ticket are the same everywhere: little information for visitors, promotion of the museum, the museum advertising, and so on. Its development is a complex process that must be monitored and evaluated step by step. In fact, the ticket is a document of strict accountability, containing several mandatory attributes such as name, logo of the museum, contact information, and so on. As a result of the analysis, the author concludes that the ticket can do a lot of marketing functions: to promote the museum, to inform visitors, to promote public relations, act as a souvenir. One of the main functions of an entrance ticket is communication.

In article it is proved that the main directions of marketing activity of the enterprises in modern economy combine lines of economic, financial, planned, production, marketing and research work. In the general structure of marketing by authors marketing of research and development, marketing of goods and services, marketing of means of production, marketing of material resources, import and export marketing, marketing of financial and investment activity, marketing of social development is allocated.

The research objective consists in an assessment of possible changes in the market at realization of various marketing strategies based on change of quality standards of goods properties. The paper considers the marketing strategies which are applied depending on concentration of marketing efforts considering psychological estimates of goods properties by consumers. Successful realization of the company’s marketing strategy allows to influence the consumer’s choice and respectively to change the situation in the market in the more beneficial way. Marketing strategies represent sequences of marketing actions realized during a certain period of time. When choosing a marketing strategy, it is important to assess the situation in the market at the moment of time, and also to forecast. This paper considers the marketing strategies whose realization causes change in standards of goods properties. The methodology of research is presented by carrying out a series of dynamic experiments. Dynamic experiments imply change of quality standards of goods properties as a result of applied marketing actions within a marketing strategy. In each series of experiments realization of a certain marketing strategy for assessment of the situation in the market depending on its application is considered. Thr marketing strategy considered within an experiment is opposed to other strategies. Depending on applied marketing strategy on the basis of complex probability model it is possible to define changes in the market and possible shares. As a result of dynamic experiments the most effective marketing strategy for both players of the market is revealed. It is the strategy of maximum intensification of marketing efforts. When implementing this marketing strategy for the improvement of quality indicators of goods properties, the quality of the applied marketing action is important. The results of the research can be used in theoretical and practical marketing.

In Russia some companies didn’t have a marketing strategy yet, but marketing is very important part of company management. In the case of the absence of the marketing strategy, a director risks to fill the storage by goods with no demand, or to try to do some useless services, to encounter with unknown competing goods, or to reduce some successful operations. In the article was developed methodic techniques and economic-mathematical models for creating the marketing strategy for companies providing special equipment service in Novosibirsk region. Using the proposed models and methods was created marketing strategy for «TC Athena» with regard to the sphere of activity of the company.

The article studies a topical issue of development of methods of modelling marketing activity on software sales for achievement of efficient functioning of an enterprise. On the basis of analysis of the market type for the studied CloudLinux OS product, the article identifies the market structure type: monopolistic competition. To ensure the information basis of the marketing activity in the target market segment, the article offers the survey method. The article provides a questionnaire, which contains specific questions regarding the studied market segment of hosting services, for an online survey with the help of the Survio service. In accordance with the system approach the CloudLinux OS has properties of systems, namely, diversity. Economic differences are non-price indicators that have no numeric expression and are quality descriptions. Analysis of the market and the conducted survey allow obtaining them. Combination of price and non-price indicators provides a complete description of the product properties. To calculate an integral indicator of competitiveness the article offers to apply a model, which is based on the direct algebraic addition of weight measures of individual indicators, regulation of formalised indicators and use of the mechanism of fuzzy sets for identification of non-formalised indicators. The calculated indicator allows not only assessment of the current level of competitiveness, but also identification of influence of changes of various indicators, which allows increase of efficiency of marketing decisions. Also, having identified the target customers of hosting OS and formalised non-price parameters, it is possible to conduct the search for a set of optimal characteristics of the product. In the result an optimal strategy of the product advancement to the market is formed.

The goal of the article lies in development and approval of the indicator of complex assessment of the level of price and structure risks of agricultural enterprises with the further goal of selecting a marketing strategy. It was established in the result of the study that agricultural enterprises with a high price and structure risk ratio have high indicators of economic efficiency compared to the groups with a low value of this indicator. At the same time, major enterprises (mostly agro-holdings) at a certain stage, which corresponds with the set critical size of the area or livestock, have a possibility to diversify production and, consequently, reduce the price and structure risk ratio. Further studies would deal with establishing groups of agricultural enterprises on the basis of differences in economic efficiency by selected criteria (profitability of realisation of products, profit per 1 hectare and crop capacity and livestock productivity), that result not from the territorial and geographical location, but from specific features of formation of the market of agrarian products of Ukraine.

Marketing of territories is a modern mechanism of management of spatial entities› development (cities, regions, etc.), which is based on the principles of regulated self-organization and cultivation of self-generating trends. In this paper territories are considered as socially responsible multistakeholder quasi-corporations that produce specific goods and promote their own brands. But it is not clear yet what marketing of territories is – the function or ideology of regional administration? How do regional marketing and branding correlate? What is «the product of the territory» and who are its› consumers? Why are instituting territorial goods so important? How do the traditional socio- economic development strategy and marketing strategy of the region relate? What is the action mechanism of the regional marketing? The article presents the author›s answers to these and other issues of theory and practice of regional marketing in the context of new methodological approaches

The article analyses main definitions of the “marketing” and “strategic marketing” notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target destination of the marketing strategy. It justifies the key role of the marketing strategy as a main part of strategic planning of company activity in short-term and long-term prospects, which should be based on the potential of the product in individual markets and the aggregate organisational system of a company.В статье проанализированы основные определения понятий «маркетинг» и «стратегический маркетинг». Автор определяет основные характеристики маркетинговой стратегии. В тексте статьи приводится сравнительный анализ точек зрения как отечественных, так и зарубежных экспертов, труды которых посвящены развитию маркетинговой стратегии предприятия. Статья содержит теоретические взгляды на формирование маркетинговой стратегии предприятия, ключевые факторы, которые оказывают влияние на данный процесс. Автор фокусирует внимание на целевом назначении маркетинговой стратегии. Статья обосновывает ключевую роль маркетинговой стратегии как основной части стратегического планирования деятельности предприятия в коротко- и долгосрочной перспективах, которая должна базироваться на потенциале продукта на отдельных рынках и совокупной организационной системы предприятия.

The article conducts a complex analysis of the current state and prospects of development of the market of iron-ore products by indicators of demand, requirements to qualitative parameters of products, production capacities of enterprises, and planned projects on accumulation of volumes of production by leading world companies. It identifies positions of the domestic ore mining and processing enterprises in the world market of iron-ore products. It identifies main problems of their development in the context of branch tendencies, which lie in low technical and technological level of production and outsider positions by indicators of product quality. On the basis of the analysis it proves an objective necessity of realisation of the strategy of technological development, which establishes grounds for correcting marketing strategy of enterprises. It justifies that prerequisites of realisation of strategic directions of development of ore mining and processing enterprises are further re-orientation of export supplies from countries of Europe to the countries of South-Eastern Asia, which would allow preservation of the market share and accumulation of financial resources for realisation of innovation projects at domestic enterprises under conditions of growth of industrial demand in these markets and rather low requirements to product quality.В статье осуществлен комплексный анализ текущего состояния и перспектив развития рынка железорудной продукции по показателям спроса, требований к качественным параметрам продукции, производственных возможностей предприятий, запланированных проектов по наращиванию объемов производства ведущими компаниями мира. Определены позиции отечественных горно-обогатительных комбинатов на мировом рынке железорудной продукции. Идентифицированы основные проблемы их развития в контексте отраслевых тенденций, которые заключаются в низком технико-технологическом уровне производства, аутсайдерских позициях по показателям качества продукции. На основании анализа доказана объективная необходимость реализации стратегии технологического развития, что создает почву для корректировки маркетинговой стратегии комбинатов. Обосновано, что предпосылками реализации стратегических направлений развития горно-обогатительных предприятий является дальнейшая переориентация экспортных поставок из стран Европы в страны Юго-Восточной Азии, что в условиях роста индустриального спроса на этих рынках и невысоких требованиях к качеству продукции позволит сохранить рыночную долю и аккумулировать финансовые ресурсы для реализации инновационных проектов на отечественных комбинатах.

The model base of marketing strategy forming of tourist enterprise is considered in the article. The model base allows, taking into account the changes of external and internal environment, to develop the scientific-grounded and effective marketing strategies on the basis of application of economic-mathematical methods and models. The proposed conceptual model and a block diagram of the complex relationship models allows a comprehensive and systematic approach to the problem of the formation of science-based marketing strategy tourist enterprise.В статье предложен модельный базис формирования маркетинговой стратегии туристического предприятия. Он позволяет, с учетом изменений внешней и внутренней среды, разрабатывать научно обоснованные и эффективные маркетинговые стратегии на основе применения экономико-математических методов и моделей. Предложенные концептуальная модель и блок-схема взаимосвязи комплекса моделей позволяют комплексно и системно подходить к проблеме формирования научно обоснованной маркетинговой стратегии туристического предприятия.