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The main objective of this study is to collect and analyze current research within the framework of anti-crisis programs and models in management. The crises that the world has faced since 2019 have radically changed the structure of doing business. Some effects of these changes are still felt even after 4 years. For Ukraine, with the outbreak of a full-scale war, these changes are much more pronounced and require greater efforts to overcome the consequences of the economic decline. One of the options for implementing an anti-crisis program for an enterprise is to use an online marketing strategy, the key factors of which are: company website, e-commerce, search engine marketing, search engine optimization, online advertising, email marketing. In the study, the main advantages of implementing an Internet marketing strategy at the enterprise are outlined, along with the potential disadvantages that may arise.

Abstract Preparation for the launch of a new product is a key element that will allow an organisation to maximise its chances of establishing itself in the consumer's mind. It is therefore necessary to analyse and define the needs, behaviours, purchase paths of the potential customer/consumer. This knowledge is essential for building the final product / service, but also for the product development strategy, followed by its promotion, sales and lifecycle management. In the implementation strategy process, it is necessary to establish elements (activities) such as the name, logo, packaging, market analysis, marketing strategy, and sales strategy (including distribution and sales channels). The article analyses the new product launch process from an economic, marketing, financial and organisational perspective. Streszczenie Przygotowanie do wprowadzenia nowego produktu na rynek jest kluczowym elementem, który pozwoli organizacji zmaksymalizować szanse na zaistnienie w świadomości konsumenta. Konieczne jest więc przeanalizowanie i zdefiniowanie potrzeb, zachowań, ścieżek zakupowych potencjalnego klienta / odbiorcy. Ta wiedza jest niezbędna do budowania finalnego produktu / usługi, ale także strategii rozwoju produktu, a następnie jego promocji, sprzedaży i zarządzania cyklem życia. W procesie strategii wdrażania konieczne jest ustalenie takich elementów (działań), jak: nazwa, logotyp, opakowanie, analiza rynku, strategia marketingowa, a także strategia sprzedażowa (obejmująca kanały dystrybucji i sprzedaży). Artykuł analizuje proces wprowadzania nowego produktu na rynek z perspektywy ekonomicznej, marketingowej, finansowej i organizacyjnej.

The article highlights issues related to the innovative activities of banking organizations from the point of view of developing and providing banking products and services. The need for objective research on the selection and classification of new banking products and services, which are brought to the market as objects of marketing activities of credit institutions, has been proven, since their properties are not the same. The conducted economic and theoretical analysis showed that despite the fact that banking services and products have a set of similar characteristics, they also have their own unique characteristics. The authors proposed an approach to identify classification features inherent in new banking products and services, which is key to the competent development of the bank’s marketing activities. It is proposed to define the concept of "new banking products" from the point of view of innovative marketing activities of the bank based on the degree of their novelty, which allows to supplement the existing classifications with new features in order to develop a clearer chosen marketing strategy. It was determined that depending on the degree of novelty of the product, innovative processes in the bank can be classified as differential or diversified. This distribution also allows focusing attention on the formation of the bank’s marketing strategy. When classifying banking products, it is recommended to provide detailed information about the target group of customers who use new banking products and consider the stage of the life cycle of banking products from the perspective of innovation. When classifying new banking products by life cycle stage, it is useful to consider the following stages: development of products and services; implementation of pilot projects or testing of new banking products; assessment of sales dynamics; maturity of new banking products; decrease in sales of new banking products. This approach makes it possible to take into account the specifics of the work of credit organizations and the interests of various groups of potential consumers in the process of introducing banking products and services.

The article is dedicated to the impact of the crisis caused by the COVID-19 pandemic on the aviation industry and the measures taken by the governments, airports and home carriers to overcome the consequences of the said crisis. Government actions and state aid programs for airports and airlines are reviewed. Practical examples of government aid to airports and airlines are provided. It is also reviewed how these actions affected the performance of the largest European hub airports, namely – London (Heathrow), Istanbul, Paris (Charles de Gaulle), Amsterdam and Madrid. Threats and opportunities for both European airports and airlines are analyzed with the focus on the perspectives of London (Heathrow) airport. The operation of the mentioned airports was analyzed according to the following indicators - the recovery of passenger traffic (2023/2022 and 2023/2019), connectivity, GDP indicators of the countries where the mentioned airports are located. Information on the home carriers of the airports, i.e., the share of the airline's passengers in the total number of passengers handled by the airport, financial indicators of the airlines, plans for the development of the fleet and route network is provided. Recommendations on cooperation between airports and their base airlines are provided.

Neglect of marketing tools and the lack of a clear strategic guideline when promoting a product create negative consequences for most industrial enterprises in Ukraine, which raises the issue of demonstrating how a successful marketing strategy can significantly affect the finances of such open socio-economic systems. The main purpose of the article is to present an approach to reflect the positive financial consequences in the activities of an enterprise from a successfully implemented marketing strategy in the industrial products market. The object of the study is the activities of industrial enterprises. The scientific task is to show what positive impact the implementation of a successful marketing strategy has on the financial aspects of the activities of an industrial enterprise. The research methodology involves a combined approach in the use of general theoretical methods and mathematical and econometric methods to form models and solve problems. The main result of the study is the formed model of the impact of the implementation of a successful marketing strategy on the activities of the enterprise. This model focuses on the financial aspects of activity and is distinguished by the fact that it demonstrates the financial effect for industrial enterprises of a successful marketing strategy. The practical value of the results obtained is revealed in the presentation of the significance of the marketing strategy for improving the financial performance of industrial enterprises. The study has a limitation and does not take into account the process of forming a marketing strategy itself, but only its implementation.

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.

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 article studies the interrelation between UNESCO objects and the level of socioeconomic development of the regions of their location, as well as the peculiarities of investing in UNESCO objects; the aspects of positive and negative impact of new technologies and innovations used in the field of tourism demand on the objects of world cultural and natural significance are determined. The basic principles and mechanisms by which the use of objects of cultural and natural heritage for tourism purposes has a significant impact on the economy of the regions of their deployment are provided. The sources and areas of activity that produce profit under the influence of the use of UNESCO objects for tourism purposes are determined. Through the interrelation of all indicators, levers of the highest and lowest values are found, taking into account the dynamics of indicators depending on the object of study. The role of marketing and marketing strategy in the activities of tourist sites under UNESCO protection is specified, and an algorithm for applying and developing a marketing strategy for such objects is provided. The investment block in the sphere of tourism in relation to UNESCO objects is considered, groups of investors and investment spheres are formulated; the efficiency of investing in the most famous objects of world cultural, historical and natural significance is computed. The congruousness and areas of influence of the use of the latest technologies and developments in the tourism sector at UNESCO sites, their integration into the process of interaction of tourist objects with tourists, including objects of world cultural, historical and natural significance, are identified, both the positive and the negative elements of such integration in the context of their economic significance are allocated. According to the results of the carried out study, it is defined that objects of the World cultural, historical and natural heritage play an important role in the development of tourism and contribute to increasing the profitability of the tourism industry and its positive impact on the socioeconomic situation of the region. The topic of further research in this direction is the study of the efficiency of existing systems for the protection of UNESCO objects in the context of involving the results of technological inventions. [ABSTRACT FROM AUTHOR]

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 purpose of the study is to determine the marketing characteristics of the activities of entities in the field of residential real estate construction and to formulate proposals for the development of an adequate instrumentarium for the implementation of the marketing complex within the terms of the current challenges of the external environment. The analysis of the available scientific literature made it possible to obtain a conclusion about the fragmentary nature of research in the specified sector of economic relations and to attribute the aspects of the systemic implementation of the marketing complex in the activities of construction companies to the current issues. The fundamental differences of construction products from mass or series production of goods are revealed as a starting point of the research. The search for modification options for the use of classic marketing tools to influence the behavioral patterns of potential consumers in the residential real estate market in the B2C segment was carried out using the methodology of the 4P conception or marketing-mix. Decomposing spheres of influence into such elements as Product, Price, Place, Promotion made it possible to obtain applied results. The identification of the product niche of the construction company is recognized as a system-forming aspect in building a marketing strategy and the corresponding tactics. Attention is focused on the need for deep differentiation of the offer according to the criterion of the sales region, using the instruments of persuasion regarding the current and future potential of the successful functioning of the object according to its intended purpose, strengthening the emotional content of the offer, shifting the vector regarding the construction of communication channels into the digital environment. Variants of effective strategies for responding to challenges from the transformed external environment in the coordinates of Marketing 3.0, 4.0, 5.0 concepts are revealed, such as: implementation of the green construction system as one of the ways to maintain the balance between human needs, financial indicators and the environment; creation of a favorable reputation for the company, a positive corporate image by initiating and participating in social or charitable events.

The purpose of the study is to determine the marketing characteristics of the activities of entities in the field of residential real estate construction and to formulate proposals for the development of an adequate instrumentarium for the implementation of the marketing complex within the terms of the current challenges of the external environment. The analysis of the available scientific literature made it possible to obtain a conclusion about the fragmentary nature of research in the specified sector of economic relations and to attribute the aspects of the systemic implementation of the marketing complex in the activities of construction companies to the current issues. The fundamental differences of construction products from mass or series production of goods are revealed as a starting point of the research. The search for modification options for the use of classic marketing tools to influence the behavioral patterns of potential consumers in the residential real estate market in the B2C segment was carried out using the methodology of the 4P conception or marketing-mix. Decomposing spheres of influence into such elements as Product, Price, Place, Promotion made it possible to obtain applied results. The identification of the product niche of the construction company is recognized as a system-forming aspect in building a marketing strategy and the corresponding tactics. Attention is focused on the need for deep differentiation of the offer according to the criterion of the sales region, using the instruments of persuasion regarding the current and future potential of the successful functioning of the object according to its intended purpose, strengthening the emotional content of the offer, shifting the vector regarding the construction of communication channels into the digital environment. Variants of effective strategies for responding to challenges from the transformed external environment in the coordinates of Marketing 3.0, 4.0, 5.0 concepts are revealed, such as: implementation of the green construction system as one of the ways to maintain the balance between human needs, financial indicators and the environment; creation of a favorable reputation for the company, a positive corporate image by initiating and participating in social or charitable events. [ABSTRACT FROM AUTHOR]

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 economic development we are witnessing now is due to many factors. Among them, the digital transformation of the economy, enterprises and social life plays an important role. After three consecutive industrial revolutions, have entered an era known as the Fourth Industrial Revolution, which is based on new information technologies based on big data, the Internet of Things and artificial intelligence. These new technologies open up huge opportunities for businesses to increase productivity, competitiveness, and create and obtaining additional value. The implementation of artificial intelligence for machines and devices and, above all, new generations of intelligent robots, create the basis for the development of intellectual potential. Businesses need to adapt to the new situation by implementing innovative business strategies. We consider the marketing strategies of Nestle and its subsidiary Rivne Food Company LTD in the conditions of digital transformation. We analyzed of the marketing activities of Nestle, namely its branch of Rivne Food Company LTD. In total, the company has successfully established itself in global markets, creating a special product brand and has more than 2,000 brands. Its mission is to improve the quality of life and make a significant contribution to a healthy future. The our research purpose was to substantiate the features of Nestle’s marketing strategy in the context of digital transformation, making the company the most trusted name with high-quality products. The Internet, aimed at promoting products, is one of the key indicators of a company’s competitiveness. The marketing strategies implemented by Nestle are considered. Most marketing strategies involve the use of proven marketing tactics to attract customers. We listed basic steps to help develop own successful marketing strategy using digital technology. We recommend for the implementation of marketing measures for the implementation of Nestle’s marketing strategy in the context of digital transformation.

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.

Under modern conditions, the problem of achieving marketing and business goals is actualized for companies in all sectors of the economy. Digital marketing plays a key role in effectively solving this problem. The purpose of the paper is to highlight the features of the development of digital marketing tools in the context of product promotion on social media platforms. The article highlights the features of planning and implementation of digital marketing in the context of the tasks of promoting goods and services in the digital space. The key role of digital marketing in the implementation of the company's marketing and business tasks is emphasized. The paper highlights a number of trends in the development of digital marketing tools in the context of digitization and changes in the socio-economic environment. The importance of considering the evolution of digital marketing tools in the context of the development of the exogenous and endogenous environment is emphasized. The directions of changes in the digital marketing paradigm are outlined in historical retrospect. The stages of the evolution of digital marketing in the context of marketing and market management are formulated. It is proposed to consider digital marketing as a new paradigm of company management in the conditions of comprehensive digitalization. The peculiarities of digital marketing in terms of individual social networks have been revealed. It is proposed to profile the main social media according to close criteria, which made it possible to place them in priority places in the configuration of the digital marketing company's complex. The most advanced toolkit of digital marketing is considered. Emphasis is placed on the importance of the efficiency principle in the development of the company's digital marketing complex within the framework of the tasks of promoting goods and services in social networks. The results of this study may be useful to practicing marketers, marketing directors, top managers and owners of small and large businesses, and researchers in the field of digital marketing. Prospects for further research are the analysis of the features of the use of digital marketing tools to strengthen the integration of digital channels, as well as the identification of the features of digital marketing tools during a period of significant socio-economic turbulence in Ukraine.

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 is devoted to topical issues of the COVID-19 impact on the marketing activities of medical institutions. Attention is paid to the analysis of the main innovations in medical marketing that arose in response to the challenges caused by the coronavirus pandemic. The authors paid attention to the maintenance of pages in social networks, setting up targeted advertising, developing health care websites, partnerships between medical institutions, virtual help of doctors and others. Using the example of the medical center, the introduction of new marketing trends into the work of the medical institution is described (digitization, upgrade of pages in social networks, implementation of online patient appointments, maintenance of expert accounts, online appointment). The advantages of introducing such innovations into the activities of medical institutions and the prospects for their improvement have been studied.

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.

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.

At the present stage of enterprise functioning, problems of transforming organizational culture with the use of marketing tools are particularly relevant. The aim of the article is to substantiate and develop a marketing strategy for managing the development of organizational culture. To achieve this goal, there used the following general scientific research methods: analysis and synthesis, generalization, systematization, logical framework approach, expert survey. The article presents the results of the authors’ marketing research of Ukrainian enterprises functioning in the food, coal, construction industry and the services (transport, consulting, banking, household ones), education, science, government sectors, in order to identify the features of organizational culture. The relationship between marketing and development of organizational culture is proved. The content of the main tasks of marketing in the transformation of organizational culture is revealed. The logical framework of the interaction between management of the development of the culture and the marketing strategy of an enterprise is proposed. A marketing strategy for managing the development of organizational culture is elaborated. It presents a conceptual model of long-term processes of marketing activities that must be implemented to achieve the company’s long-term goals through introduction of self-development programs and continuous improvement of professional qualities of the personnel with the help of digital technologies. This strategy should be formed and implemented according to the following algorithm: risk level assessment; formation of a marketing strategy (analyzing the external and internal marketing environment, determining the prerequisites for the development of the strategy; identifying the strategic goals of the enterprise; establishing the level of subordination of strategies; integrating the strategy for managing the organizational culture development and marketing; elaborating strategic programs; making managerial decisions on the implementation of the strategy; justifying and forming a scenario approach); implementation of the strategy; analysis of the results obtained and control over the implementation of the marketing strategy; resource, organizational, economic, financial and information support for the implementation of the strategy. This will ensure the successful integration of the processes of personnel and marketing activities of an enterprise and effectively transform its culture.

It is substantiated that the qualitative changes in local government in the process of decentralization are due to the development of marketing strategies based on the cluster approach. Effectiveness of a cluster depends on identifying one of the historically inherited specializations of the region, which correlates with the most modern world trends of economic development, ensuring their organic combination based on the realization of the interest of the local community as a component of the national public interest. Using the example of the Kharkiv region, there considered the leading role of the educational cluster in achieving the sustainability of the region’s socio-economic development, which is provided by the formation and management of demand for services of higher education institutions. The minimum possible demand, which is directly created by Ukrainian and foreign applicants for higher education, is calculated. Obstacles in the functioning of the educational cluster are identified. The financial trap of higher education institutions and the necessary conditions for its overcoming are presented. Risks of development of the educational cluster are determined. The consolidation of the efforts of the educational community, local authorities, and business in the active implementation of the national interests concerning the development of the educational cluster is considered as a means of strengthening its competitive advantages.

Objectives Purpose of this article is to consider the cosmetic services market segmentation as one of the most important marketing tools. Also consider market segmentation as a process of dividing the market into separate parts - segments that differ from each other with different sales opportunities of the manufacturer’s products. Identify such a segment of the consumer market as the market of cosmetic services. Analyze features of the distribution of income by population groups,% in 2015-2017 (for the month of April), also to break down potential consumers into stable segmented groups based on income, when the entire population is broken down into five 20% of the groups, to consider enterprises segmentation by the size of trade turnover and areas of activity. Material and methods Methods of document analysis (translation of primary and especially secondary data into targeted information), analysis of methodological and educational literature, observation (the method of collecting primary marketing information about the studied, by monitoring selected groups, customers, employees of the enterprise) are used as methodological tools. Results In this article, market segmentation as a process of dividing the market into separate parts is considered - segments that differ from each other with different sales opportunities of the manufacturer's products. Also there considered such segment of the consumer market as the market of cosmetic services Conclusions In this article, market segmentation as a process of dividing the market into separate parts is considered - segments that differ from each other with different sales opportunities of the manufacturer's products. Also there considered such segment of the consumer market as the market of cosmetic services.

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.

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The purpose of the article is to study the main digital channels of marketing activities and determine the methodology of building partnership relations in the value chain in social networks for retail operators. The research results in determining the basic digital channels, tools and technologies influencing the efficiency of carrying out the market promotion strategy for the goods produced by a retail enterprise. Several key benefits of using social media in the retail marketing strategy have been identified. The process of building partnership relations in the value chain in social networks has also been formed. Since the first step to building partnership relations in the value chain in social networks is to define goals and objectives, common goals for retail operators have been identified. It has been proved that the general goals for retail operators can be as follows: to increase brand awareness; to increase sales quality and return on investment; to create a loyal fan base. It has been pointed out that social media marketing can help to reach a number of goals, such as: increasing the web-site traffic; creating quality leads (perspective customers who have reacted in any way to the marketing interaction); constructing conversions; increasing brand awareness; creating the brand identity and a positive brand association; improving communication and interaction with target audiences. The social success cycle, comprising four stages (social listening, social influence, social network, social selling), has been mentioned, and the essence of each stage has been defined. Besides, the goals and performance metrics of each stage within the social success cycle have been summarized. The formation of methodological foundations for evaluating the effectiveness of marketing activities in the context of digital transformation using the generalized Harrington desirability function can serve as the prospect for further research. [ABSTRACT FROM AUTHOR]

Strengthening of competition, the policy of state order for training specialists, changing the behavior and requirements of consumers of educational services and other environmental factors increase the attention of top managers to the competitive strategies of the higher educational institution. The article discusses the theoretical foundations of marketing strategies, presents the components that form the marketing strategy of the higher educational institution. The study used methods of analysis and synthesis. The purpose of the research was to study and analyze the competitive strategies of higher educational institution in target markets to achieve competitive advantages. The approaches to defining the key concepts of the research have been analyzed: strategy, marketing strategy, competition, competitiveness. Attention have been focused on the fact that the system of competitive strategies of the higher educational institution should be based on the concept of holistic marketing, which makes it possible to determine the direction and content of activities in each strategic area of educational services and direct the activities of the university to ensure sustainable competitive positions in the market, ensure and support long-term competitive goals. The specificity of educational marketing has been characterized, which consists in the development and implementation of a strategy for the formation and growth of the value of an individual, in meeting his/her need for development. The dependence of the efficiency of the system of functioning of the higher educational institution, its competitiveness on the implementation of the actual and demanded concept of holistic marketing has been substantiated. The components of the competitive strategies of the higher educational institution, competitive advantages, ways to achieve competitive advantages have been considered; a modified system of competitive strategies of a higher educational institution has been presented. Competitive strategies can provide a sustainable advantage over competitors and solve pressing strategic problems. The prospect of further research is to study the internal environment of the higher educational institution in order to determine the level of its competitiveness and develop a set of measures to ensure the formation of its competitive advantages. [ABSTRACT FROM AUTHOR]

Copyright of Slobozhanskyi Herald of Science & Sport is the property of Kharkiv State Academy of Physical Culture and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Problems of Economy is the property of Research Centre for Industrial Developmen Problems of Nas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The effectiveness of accounting for marketing costs depends on the correct documentation of the consumed resources of the enterprise. The purpose of the article is to justify the methodical foundations of documenting the marketing activities. As analysis of the practical activities of trade enterprises in the Kharkiv region shows, in many of them accounting does not control the “consumer - reporting” relationship, so the result of this is the perception of the financial and managerial reporting of the enterprise to a large extent in terms of costs. Planning the informationanalytical system for managing the marketing activities, it is necessary to remember that the costs of marketing activities, due to the difficulty of confirming their connection with the enterprise economic activities, are the object of close attention of fiscal authorities. Therefore, the approach to their documenting should be clearly regulated by the internal documents of the enterprise for the organization of accounting. The sequence of stages of the process of documenting the marketing operations was determined with taken into account the features of marketing activities in trading enterprises. According to determined stages of the process of documenting the marketing operations, a set of administrative, primary and generalizing documents was proposed. Two options of marketing activity are considered: a) marketing services are provided by a third-party organization; b) measures are carried out by the internal marketing service of the enterprise. To ensure effective planning of marketing activities, recommendations have been developed on the construction and implementation of a system for documenting the marketing operations. A well-established system of documentation will allow to form a marketing strategy, to select priorities for the development of marketing activities, taking into account the stage of the life cycle of the enterprise, a separate area of activity or a specific product. [ABSTRACT FROM AUTHOR]

The article discusses the current state of the wine industry, namely, a comparison of the regions of Ukraine for the production of wine materials. The positive and negative trends in the functioning of the industry have been identified, the main problems of its development have been highlighted. The importance of strategic management as a modern model and management model and an effective way of enterprise response to changes in the external environment and its internal capabilities has been determined. The classification of strategies has been presented both by hierarchy and by competitive attributes, and the main components of these strategies and their contents have been identified. The place of each type of strategy in the system of enterprise strategies has been determined, which is especially important for making the right managerial decisions. The role and place of the functional strategies of the enterprise, such as: marketing, production, financial, organizational changes, social, R&D and environmental, have been determined. The system of types of strategies has been given, the constituent components of these strategies have been determined. The directions of the strategic development of the enterprises of the wine industry have been identified, a system of functional strategies for the winery has been developed, and proposals for the development of a strategic alternative have been presented on the example of LLC PTK Shabo. Measures have been proposed as part of a strategic functional set for each functional strategy at PTK Shabo LLC. As a result of the study, the leading role of the marketing strategy has been determined, which proposes measures to expand the assortment, enter new markets, improve pricing policies and stimulate sales, open new branches, etc. [ABSTRACT FROM AUTHOR]

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.

Copyright of Problems of Economy is the property of Research Centre for Industrial Developmen Problems of Nas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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.

In this article, theoretical aspects of forming the marketing strategy of an enterprise have been considered. The micro and macro environments of Odessavinprom have been analyzed, the company's competitive environment has been analyzed, the portfolio analysis of strategic economic zones has been carried out, the commodity strategy has been selected with I. Ansoff's matrix «product-market» and a set of functional marketing strategies for the innovative product for PrJSC «Odessavinprom» has been developed. Unfortunately, due to a lack of experience, many manufacturers make mistakes in strategic planning and suffer large losses, trying to sell their products on the market. Proceeding from this, it is possible to sum up, that the correctly chosen marketing strategy is the key to the success of the enterprise. That is why the choice of the optimal strategy for the company is an important issue in the current conditions of the country's development. This issue is especially important for winemaking enterprises in Ukraine. Therefore, in order to survive in these difficult conditions, large enterprises either orient production to the already existing preferences of consumers and create products that will be in demand, or, on the contrary, diversify the portfolio and introduce innovative products that are lacking on store shelves. On the basis of the analysis, a decision was made to diversify the portfolio by introducing a new «Health» syrup, produced by processing the secondary raw materials of winemaking to the products with a high content of biologically active substances and researching the requirements of consumers for an innovative product through marketing research. A set of functional marketing strategies and a project for promoting a new product have been developed. The marketing and economic expediency of implementing the proposed project has been justified. [ABSTRACT FROM AUTHOR]

The article proves that marketing strategies in the management of the activity and development of enterprises are an integral part of the system of agrarian management. The estimation of political, economic, social, technological factors of the macroeconomic environment of agrarian enterprises of Ukraine on the basis of PEST analysis has been carried out. The macroeconomic factors of formation of the marketing strategy of the agrarian enterprise development have been revealed: the imperfection of the mechanism of state support of agrarian enterprises, lack of training of personnel on agrarian marketing, imperfect financial and credit provision of the agrarian sector, inconsistent agrarian policy, the unresolved problem of the formation of the land market and the instability of tax policy. The matrix SWOT-external marketing environment analysis has been constructed. It is recommended in the future to apply the strategy "use of strengths to eliminate external threats" in the marketing activities. The decision of the economic and mathematical problem of an optimal production program of development based on the chosen strategy with increasing costs for marketing activities was to determine the production structure of the economy, that is, to determine the optimal areas of agricultural crops, the number of individual species and groups of animals. This model allowed to reflect the set of conditions, interconnection between costs of resources and production results, to balance production and use of land and other resources in such a way as to provide wholesale utilization of available resources potential based on the chosen marketing strategy. The main groups of variables in the task selected traditional indicators of this type of task, the difference between the task is the detailed elaboration of commodity products in the context of individual implementation channels, pricing policies of the enterprise and individual segments of the market, which gave an opportunity to assess the effectiveness of the chosen strategy of growth of marketing activities of the enterprise. Тhe efficiency of expenses for marketing activity in the agrarian enterprise has been substantiated. The article proposes to delegate the functions of marketing to specialists of the economic service. The plan of advertising measures for the agrarian enterprise has been proposed. The expediency of introducing the methods of economic and mathematical modeling into the practice of marketing strategies development has been substantiated. [ABSTRACT FROM AUTHOR]

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.