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Aim. The purpose of the study was to analyze the global biosurfactant market. Methods. A bibliometric analysis of scientific publications from databases such as Scopus, Web of Science, DOAJ, and PubMed was conducted to collect information about the microbial surfactant market. A SWOT analysis was conducted to assess the strengths and weaknesses of the biosurfactant market, as well as its opportunities and threats. Results. It has been shown that the global biosurfactant market reached USD 4.44 billion in 2023 according to various estimates of industry experts. At the same time, its annual growth is predicted on average 5.4–9.1% by 2031. The leader in the global biosurfactant market is Europe with a share of 35%, due to the widespread use of biosurfactants in the composition of detergents, both for industrial and personal use. Conclusions. The prospects for the biosurfactants market are closely tied to advancements in biomedicine, which will expand their commercial use, as well as efforts to optimize production processes and reduce costs. [ABSTRACT FROM AUTHOR]

The object of this study was the trends in the development of marketing research technologies as a basis for the strategy of socially responsible marketing. The study is aimed at solving the problem of increasing the effectiveness of the marketing strategy under the influence of digital marketing research technologies. It has been proven that under the conditions of increased competition and transformation of consumer needs, the strategy of socially responsible marketing acquires great relevance. It has been established that the use of digital marketing research technologies significantly increases the effectiveness of the strategy of socially responsible marketing, ensuring a high degree of transparency and openness of its directions. The main stages of the development of marketing research technologies have been detailed – market research, consumer behavior research, the beginning of digitization, and the digital revolution. Digital technologies, on the basis of which marketing research will be conducted in the future, have been identified – Big Data, blockchain, artificial intelligence, the Internet of Things, augmented and virtual reality. The relationship between digital technologies of marketing research and directions of socially responsible marketing strategy was substantiated. It has been established that the effectiveness of the socially responsible marketing strategy should be determined on the basis of key performance indicators (KPI) based on the elements of the 4P complex. Schemes for researching the effectiveness of areas of social responsibility for individual elements of the marketing complex based on digital technologies are proposed. On this basis, a model of the influence of digital technologies on the KPI strategy of socially responsible marketing was developed and its advantages were substantiated. The practical use of the proposed approach could provide an opportunity to choose a specific marketing research technology depending on the target orientations of social responsibility of marketing. This would provide maximum information content and support for the strategy development and implementation process [ABSTRACT FROM AUTHOR]

У статті розглянуто залучення інвестицій у людський капітал сфери креативних індустрій Івано-Франківської ОТГ, проаналізовано класифікацію видів економічної діяльності, яка входить до переліку креативних індустрій. Метою статті є дослідження інвестицій в освітні програми, які формують фахівців у сфері креативних індустрій. У процесі дослідження було використано кабінетні дослідження, а також методи: абстрагування, узагальнення та порівняльного аналізу. Визначено, що найбільша сукупність освітніх програм, яка формує фахівців у сфері креативних індустрій, знаходиться у галузі 02 Культура і мистецтво. Результати дослідження дали можливість визначити освітні програми з найбільшим рівнем інвестицій. Аналіз останніх досліджень та публікацій в даній темі дає можливість зрозуміти, що в умовах нестабільності креативні індустрії можуть стати драйвером розвитку ОТГ. Інвестиційний потенціал креативних індустрій складається як з внутрішніх ресурсів, так і зовнішніх. Проаналізовано витрати абітурієнтів, які інвестували в освітні програми, що дають можливість працевлаштування в креативних індустріях. Уваги заслуговує кількість вступників, яка вступила на спеціальності сфери культури і мистецтва. Коливання аудиторії і її залучення притаманне як і державним, так і приватним вузам. Крім цього, варто зазначити рівень інвестицій в освіту по кожній освітній програмі. Також показано відповідність кількості студентів по кожній освітній програмі. Визначено освітні програми з найвищим рівнем кількості студентів. В цілому, варто зазначити, що інвестиційна оцінка в людський капітал в освітньому вимірі дає можливість для розвитку у креативному середовищі. Дана сфера перебуває в процесі постійної трансформації і розвитку, і буде об’єктом постійних досліджень як вчених, так і бізнес структур, які просувають свої товари чи послуги в цифровому середовищі. Проведене дослідження залучення інвестицій у людський капітал сфери креативних індустрій Івано-Франківської ОТГ має практичну значущість у сфері креативних індустрій, оскільки дає можливість аналізу залучення інвестицій в освітній сегмент креативних індустрій. Роль і місце інвестицій в освіту в структурі інвестицій в креативні індустрії буде постійно зростати. Фірми будуть вдаватися до постійного пошуку кадрів в сфері культури і мистецтва. Адже показник залученості активності абітурієнтів здійснює постійний вплив на інші фактори культурного середовища. Цим в свою чергу і формується інвестиційний клімат в сфері надання освітніх послуг, який безпосередньо здійснює вплив на інвестиційний клімат креативних продуктів, визначенням їхнього місця в порівнянні з іншими продуктами в структурі економіки ОТГ.

The object of the research is the brands’ social responsibility. The process of marketing research on the brands’ social responsibility is considered. The phenomenon of brands’ social responsibility has been studied and the need for a detailed study of its directions has been proven. The influence of socially responsible actions of brands on increasing their level of awareness and loyalty is substantiated. Trends in the development of brands’ social responsibility at the current stage have been determined. It has been established that the brands’ social responsibility is related to environmental initiatives, social justice, ethical responsibility, sponsorship and charity, economic responsibility, and the implementation of innovations. The directions of brands’ social responsibility are characterized on the example of companies Johnson&Johnson, Google and Coca-Cola, which are primarily related to environmental initiatives. The most popular areas of brands’ social responsibility have been established by means of a survey, which gives grounds for asserting the priority of environmental initiatives, sponsorship and charity. Attention is focused on the role of marketing research in the brands’ social responsibility. The main types of marketing research design are characterized – exploratory, evaluative and reproducible. A structural model of marketing research on the brands’ social responsibility is proposed. This model takes into account all stages of the process of researching the brands’ social responsibility – from the conditions for the implementation of social initiatives to the formation of the strategy of brands’ social responsibility. The practical value of the proposed model of marketing research on the brands’ social responsibility will allow to study social initiatives more deeply and in detail and choose the most priority ones. This, in turn, will create prerequisites for increasing brand loyalty and forming an effective communication strategy. [ABSTRACT FROM AUTHOR]

The article is dedicated to justifying the necessity and analyzing the application of innovative approaches in managing enterprises within the veterinary medicine sector. It provides a detailed examination of the role of marketing research in the field of veterinary services. Additionally, it analyzes and compares modern software products for management in veterinary clinics. The article demonstrates the importance of enhancing the marketing component in the information and analytical support for decision-making by veterinary enterprise management, as well as increasing the level of automation and use of information technologies for client service and communication. In the current competitive market environment for providing veterinary services, innovative management tools for enterprises in this sector are of crucial importance. Among the specific innovative management approaches for veterinary medicine enterprises, it is essential to highlight: a client-oriented approach utilizing marketing research; the use of specialized software; implementation of scientifically justified proposals for managing veterinary enterprises; applying these approaches will enhance the effectiveness of organizational and managerial aspects within the veterinary medicine sector. An important aspect of implementing innovative solutions in management is the automation of work processes in providing veterinary services. This approach will enhance the overall effectiveness of the enterprise by clearly differentiating between administrative tasks and direct veterinary activities. Additionally, it will reduce the time staff spend on administering services and simplify monitoring and control within the enterprise. Automating the documentation process in electronic form for veterinary work allows veterinarians to focus on delivering the service itself, thereby improving its quality, and ensures data security, which is particularly crucial in wartime conditions. Maintaining electronic medical records for animal history, vaccination data, performed procedures, and prescriptions is convenient for both the veterinarian and the client (pet owner). It provides instant access to necessary information at any time, eliminating the risk of losing data from physical records. [ABSTRACT FROM AUTHOR]

The results of research conducted by the authors in 2022–2023 are presented. The study of scientific works revealed a lack of information regarding the accessibility of social, medical, educational, and administrative services for people with disabilities at the level of territorial communities. Due to the war initiated by the Russian Federation in Ukraine, many Ukrainians (both civilians and military personnel) have become people with disabilities, and therefore they should have unimpeded access to all services. The aim of the article was to identify the current state of accessibility to educational, medical, administrative, and social institutions in territorial communities for people with disabilities and to develop recommendations based on this research. The following methods were used during the study: observation, survey, analysis of secondary information, comparative analysis, grouping, statistical method, synthesis, and generalization. The following findings were revealed – The level of accessibility of services for individuals with disabilities varies depending on the type of institution (school, clinic/hospital/medical center, or social service center), as well as the location of the institution (city or village) and the age of the building (newer buildings have more accessibility features). Community and Social Service Centers are the most accessible in cities, while institutions in villages/settlements are the least accessible. There are ramps or level surfaces in front of the entrances of all rural/settlement/city councils. Most councils are located in 2-story buildings without elevators, and there are no signs in Braille in the institutions. None of the official council websites have a version for visually impaired individuals. Hospitals/clinics/medical centers in all territorial communities are equipped with ramps, and two of them have elevators. Equal access to timely and quality medical assistance is provided to all individuals with disabilities in all communities. Most communities monitor the provision of medical services to persons with disabilities and collect information on any identified violations in this area. The need to improve the accessibility of services for individuals with disabilities at the regional level, particularly for mobility-impaired groups of the population, has been established. It is also necessary to activate participation in international and regional programs to provide transportation for mobility-impaired groups of the population in territorial communities, as well as to conduct information campaigns for the general population and training for specialists in territorial community institutions. [ABSTRACT FROM AUTHOR]

В даній статті ми визначили, що дослідження поведінки споживачів та розуміння їх потреб і процесу прийняття рішень щодо покупки товарів є ключовим для ефективного маркетингового управління і успішної маркетингової діяльності підприємства. В аналізі враховані різні типи поведінки споживачів та фактори, що на неї впливають. Виокремлено, що сьогодні населення України відчуває наслідки пандемії коронавірусу та війни, які впливають на їхні доходи і змінюють їхні потреби у напрямку здоров'я та безпеки. Одночасно спостерігається зменшення попиту на предмети розкоші та зростання кількості онлайн-покупок. Розглянуті теоретичні аспекти, що стосуються вивчення споживчої поведінки в сучасних ринкових умовах, охоплюють можливості передбачення дій споживачів з подібними стилями поведінки в різних ситуаціях покупки товарів. Проаналізовані підходи до моделювання споживчої поведінки. Визначено ряд факторів, які впливають на процес прийняття рішення про покупку.

Стаття присвячена актуальним питанням формування маркетингового комплексу підприємств в умовах воєнного стану. У статті підкреслено важливість маркетингової діяльності для стабільного функціонування підприємств та бізнесу в цілому. Проаналізовано стан маркетингової діяльності підприємств в сучасних умовах. Визначено, що маркетингова діяльність значно змінилася під час війни, зменшилися витрати на її розвиток, оскільки скоротилася загальна кількість підприємств в країні або ж частково перестали функціонувати. Здійснено дослідження купівельної поведінки споживачів в умовах воєнного стану, що дало змогу визначити основні зміни, які відбулися у купівельних звичках споживачів та в їхніх цінностях. На основі результатів проведених досліджень надано рекомендації щодо покращення розвитку елементів маркетингового комплексу підприємств під час воєнного стану.

В статті розкрито теоретичні особливості маркетингових досліджень, визначені основні складові дослідження ринку, встановлена об'єктивна необхідність і значення маркетингових досліджень та проаналізовано структурні елементи забезпечення конкурентних переваг аграрного підприємств. Робота авторів поглиблює розуміння змісту поняття дослідження ринку та інформаційного забезпечення, удосконалюється принципами та методами їх проведення. Розглянуто поняття та основні положення запровадження ефективного механізму маркетингових досліджень ринку, його структур обґрунтовано елементи, які аналізуються в процесі дослідження попиту на товар. Встановлено, що в даний час дослідження ринку та його структурних елементів є основою успішного агробізнесу. Надані рекомендації щодо формування та організації маркетингових досліджень для забезпечення стабільної та ефективної роботи аграрних підприємств.

Part of the results of the research conducted by the authors with the aim of identifying the needs of persons with disabilities in relation to medical services are presented. The analysis of scientific works revealed a lack of research on the current state of accessibility of medical services for persons with special needs at the regional level. The purpose of the article was to identify the level of availability of medical services for persons with special needs at the regional level and to develop the recommendations based on the results of the study. The following methods were used: analysis of secondary information; survey using a questionnaire; statistical method; method of comparative analysis; synthesis; generalization; observation (analysis of information posted on the websites and official pages in social networks of the subjects under study); grouping. The analysis of the information obtained during the observation and survey revealed that the highest level of accessibility of buildings for persons with special needs in the studied UTC is characteristic of medical institutions (0.9), the lowest level of accessibility - educational institutions of UTC (0.5). In the course of the observation, it was found that the majority of dispensaries in the investigated territorial communities are equipped with accessible toilets (mostly, urban territorial communities), the ramps and stairs meet the requirements, and there are informational signs. At the same time, the issues of providing parking spaces, sufficient space in the corridors for the unhindered movement of people with limited mobility, sufficient width of the doorways to specialist offices, the presence of a call button and signs in Braille, sound notification for people with hearing and vision problems, the serviceability of elevators in more than single-story medical facilities. Half of the interviewed persons with special needs living in the studied UTC believe that the availability of quality medical care for persons with disabilities is equal in their community and is provided in a timely manner, so there is still potential for improving both medical services and their accessibility. In order to improve the accessibility of services for people with disabilities, the respondents indicated the importance of having accessible transport in the community and expanding the range of medical services for people with disabilities. Further research will be devoted to the analysis of the accessibility of educational institutions of territorial communities for persons with special needs. [ABSTRACT FROM AUTHOR]

У статті проведено маркетингове дослідження впливу брендової символіки території на сприйняття її жителями. Визначено асоціації з містом Одеса. Частина анкети стосувалася питань про символіку української Одеси. Згідно з результатами опитування, більшість респондентів асоціюють українську складову Одеси з морем (порт, якір), свободою та загалом ототожнюють її (українську Одесу) з собою та містом. Також були відмічені і негативні асоціації, такі як сміття, незаконні забудівлі і брак зеленої зони, що свідчить про неоднозначність образу міста в очах мешканців. Виявлено відповіді респондентів щодо асоціативного ряду з українською Одесою, уявлення респондентів щодо культурної складової в процесі опитування. Майже всі респонденти бачать Одесу як багатонаціональне місто, що є безумовною перевагою. Мультикультурність Одеси є однією зі складових бренда міста, при цьому вона не заперечує приналежність Одеси до української культури, а навпаки дає змогу для нових шляхів розвитку культури та просування бренда міста. Поряд з цим зазначено, що Одеса потребує також розвинення та просування саме української складової міста, яка за довоєнних часів не була достатньо розвинута, історичні факти саме української складової існування міста не просувались у достатній мірі. Виявлено застарілі символи та асоціації з Одесою, в тому числі епохи «романтичної кримінальної Одеси». Визначено, що є нагальна потреба у більш широкому оприлюдненні інформації про історичне минуле України, необхідно вести інформаційно-просвітницьку діяльність у напрямку висвітлення наслідків історичних подій для України в цілому та для Одеси, зокрема. Також зазначається, що велика частина існуючих складових бренду міста, зокрема «Юморина» та кримінальне минуле міста, є застарілими і потребують ревізії та заміни новими символами та подіями. Проведені маркетингові та соціологічні дослідження асоціацій та символіки територіального бренду міста Одеси дозволили сформувати напрями вдосконалення його бренду. В результаті опитування у опитаних респондентів склалися дещо розмиті уявлення про специфіку створення символу. Розроблені рекомендації щодо вдосконалення територіального бренду Одеси.

The article presents research on the consumer market in conditions of a state of war, revealing peculiarities in the formation of demand for security-related goods. A special approach to these goods is highlighted, as they, by their purpose and functions, cater to needs that are on the second level of Maslow's hierarchy, and their significance rapidly increases during periods of emergencies related to Russia's military aggression against Ukraine. The article demonstrates that the situation on the consumer market during the introduction of martial law significantly shifted the priorities of consumer behavior, placing the need for security and life support at the forefront, leading to a substantial increase in demand for security-related goods and services. The behavior of major participants in the consumer market is analyzed, where the contradictions in the "seller-consumer" system intensified even more in the conditions of martial law, negatively impacting the turnover of goods and the functioning of distribution channels. Considerable attention is given to pricing for security assortment goods as a special category, the possibilities of their acquisition by certain categories of the population with limited purchasing power, and the social responsibility of businesses in times of war. Priorities in marketing research on the market and its main subjects are identified and formalized, carried out in a step-by-step process of studying consumer needs for security assortment goods and sources of their supply, exploring the activities of competitors, and the possibility of a rational organization of the logistics chain for the delivery of these goods to end consumers. It is emphasized that research into consumer needs and ways to satisfy them becomes particularly relevant in times of emergencies. A general scheme of the marketing research process of the consumer market and its main subjects is presented in the context of changing or emerging new consumer needs. Based on the peculiarities of the situation that has arisen in the consumer market in conditions of a state of war, the significance of security-related goods themselves, the emergence of certain problems related to their search, selection, and supply, methodological aspects of marketing research for these goods and their logistical support are proposed, allowing for a more effective resolution of existing issues. [ABSTRACT FROM AUTHOR]

Відзначено, що в сучасних умовах увага споживчої аудиторії до традиційних засобів просування зменшується. Доведено ефективність нейромаркетингу, який зосереджується на розумінні взаємодії пізнання та емоцій у поведінці споживачів. Встановлено, що він має комплексний характер, а об’єктом дослідження виступають спонтанні людські реакції на впливи, що виникають на підсвідомому рівні та аналіз викликаних ними змін. Доведено, що споживачі спроможні приймати рішення не тільки виходячи з раціональних міркувань, а й через емоції, що спричинені зовнішніми впливами. Охарактеризовано фактори, здатні позначитись на поведінці споживача та методи, які використовуються в нейромаркетингових дослідженнях. Відзначено, що технології нейромаркетингу реалізуються через канали, які дозволяють впливати на поведінку споживачів. Досліджено їх види. Встановлено причини, які гальмують використання нейромаркетингу.

The article offers an author's search for a model of integration of marketing research with virtual reality technologies. It has been confirmed that marketers are adding the capabilities of artificial intelligence tools to their search activities. An analysis of foreign publications was carried out regarding the possibility of using big data about the previous experience of the client's search queries. The contribution of Ukrainian researchers to the research methodology of artificial intelligence technologies in marketing was also noted. The directions of the flow of information in the «machine-human» system for the collection of big data have been revealed. It has been established that virtual reality reflects the client's experience of being in a simulated environment. A semantic search for terminology related to virtual reality technology was carried out. It has been established that most of the global brands use augmented reality. Less often – virtual reality technology, as it is a model of a completely digital environment. This technology requires additional sensor devices. Conclusions were made about the change in consumer behavior during the period of isolation due to covid-19. It was found that today it is already necessary to focus on a qualitatively different model of the client profile. It is proposed to use virtual reality technology in marketing research to obtain data for building a consumer portrait based on artificial intelligence. The methods of marketing research, which are necessary for collecting structured and unstructured data about the consumer's experience with interaction with virtual reality technologies are substantiated. It was found that for further analysis it is worth using observations to collect data on the client's geolocation, the reaction of the limbs and eyes to interaction with virtual objects. The data generated by embedded platform analytics is also highlighted. It has been established that such data will be useful for customer segmentation. It was concluded that the emotions received in computer games are important to the consumer. Therefore, virtual reality technologies are necessary for brands to study consumer behavior in conditions that he perceives as recreation. [ABSTRACT FROM AUTHOR]

Стаття присвячена вивченню діяльності Товариства з обмеженою відповідальністю «Інститут сімейної психології та консультування»: визначено основні завдання діяльності компанії та проаналізовано спектр послуг, які надає підприємство. Також проаналізовано важливість стратегічного аналізу та проведено стратегічний аналіз діяльності ТОВ «ІСПК». Визначено основні стратегічні напрямки розвитку для Товариства з обмеженою відповідальністю «Інститут сімейної психології та консультування». Визначено вплив пандемії коронавірусної хвороби та російсько-української війни на розвиток підприємства. Товариство з обмеженою відповідальністю «Інститут сімейної психології та консультування» займається важливою справою, так як попереджує домашнє насилля та зменшує кількість розлучень в Україні, яка, загалом, і так збільшується кожного року.

В статті проведено узагальнення методів досліджень у системі маркетингової інформації середовища, представлена процедура дослідження конкурентного середовища аграрного підприємства та запропоновані шляхи адаптації підприємств аграрної галузі до змін у маркетинговому конкурентному середовищі. Вплив ринкового середовища на діяльність підприємств в основному відображається в двох аспектах надання ринкових можливостей або викликання загроз. Узагальнені основні методи маркетингових досліджень, які засновані на аналізі інформації та прогнозуванні. Встановлена необхідність адаптації аграрних підприємств до динамічних змін, що відбуваються в соціально-економічному середовищі із зазначенням конкретних заходів організації роботи з формування і стимулювання збуту маркетингової структури підприємства та шляхів адаптації сільськогосподарських підприємств до змін маркетингового конкурентного середовища.

The article presents the results of the research conducted by the author in the course of the project «Women leaders of Ternopil – for vulnerable persons resettled as a result of the war», which was initiated by the public organization TMJK «Revival of the Nation» with the financial support of «Vital Voices Global Partnership». It was found that the majority of IDPs are young women under the age of 44 who came mainly from Donetsk and Kharkiv regions after the 24 February 2022 and got temporary housing in the villages of Ternopil region. The vast majority of IDPs are in need of many basic necessities, with almost half of the women and girls interviewed having personal or family members' health-related needs. It was established that the majority of respondents have the status of an IDP, received after 24.02.2022, and have applied to local social protection authorities for issues of receiving social assistance (with the exception of pensions), and among the respondents there was a predominance of women who have 1–2 children under 18 years of age, no have family members in need of care. Regarding housing needs, the majority of respondents stayed in the Ternopil region in order to receive temporary shelter until returning home when it is safe. This is mostly a free stay in places of compact residence of IDPs and housing provided by acquaintances, relatives, and friends. For most of the women and girls interviewed, their current financial situation allows them to buy only basic necessities. The majority of IDPs indicated that the main source of livelihood at the time of the survey is targeted assistance to displaced persons. At the same time, half of the respondents were employed until war beginning but were not working at the time of the survey, mostly due to family responsibilities. It was found that the majority of respondents need psychological help or are hesitant about this issue, while the respondents named housing needs, income level and labor activity, social assistance and services as the most urgent and priority needs for nowadays. The need to intensify the implementation of state documents on gender equality at the regional level has been established. Further research will be devoted to the analysis of the state of implementation of the National Action Plan for the implementation of the recommendations of the UN Committee on the Elimination of Discrimination against Women. [ABSTRACT FROM AUTHOR]

В статті проаналізовано сутність поняття «соціальна відповідальність маркетингу» та його базових складових, починаючи з дослідження історичного генезису понять «соціальна відповідальність» та «маркетинг» і визначення кола основних соціально-етичних питань, що виникають в процесі маркетингової діяльності, а саме при проведенні маркетингових досліджень, формуванні товарної, цінової то комунікаційної політики. В статті наведенні найбільш поширенні порушення при роботі з клієнтами, респондентами, базами даних, товарним асортиментом, інструментами ціноутворення, які можуть створювати негативний імідж підприємства і привести до значного погіршення сприйняття його діяльності споживачами та втрати конкурентних позицій на ринку.

Part of the research conducted during the project «Public assessment of the state of implementation of state documents on gender equality» in conjunction with the Kyiv Institute for Gender Studies with the financial support of the Ministry of Foreign Affairs of Denmark is presented. The analysis of scientific works confirmed the relevance of the study of the determinants of gender policy in the context of covid-19 and revealed a lack of research on the implementation of state documents on gender equality by local authorities. The purpose of the article was to identify the state of implementation of the State Social Program to ensure equal rights and opportunities for women and men for the period up to 2021 in Ternopil region. The following methods were used: analysis of secondary information; questionnaires; observation; personal interviews; method of comparative analysis; graphic method; synthesis; generalization; grouping. Information requests were sent to the executive authorities in accordance with the Law of Ukraine «On Access to Public Information». The conducted research allows doing the followings conclusions: 1. 69% of all tasks envisaged by the State Program have been completed. 2. There is no separate regional program for the implementation of the State Program in Ternopil region; the measures are integrated into other regional non-gender programs. 3. Volumes of financing for performance of tasks of the State program from the regional budget made 92,5 thousand UAH. 4. 44% of all measures of the State Program have been implemented. 5. Many activities were aimed at training industry professionals; development of women's leadership skills; information and educational activities; promoting women's self-employment. 6. The largest number of uncompleted tasks required analytical, organizational, informational and educational work. 7. The amount of funding for the tasks of the State Social Program amounted to 278.5 thousand UAH. The need to intensify the implementation of state documents on gender equality at the regional level has been identified. Further research will focus on the analysis of the state of implementation by local authorities of the National Action Plan to implement the recommendations set out in the concluding observations of the UN Committee on the Elimination of Discrimination against Women. [ABSTRACT FROM AUTHOR]

Все більше відомих світових брендів використовують нейромаркетингові дослідження, до яких належать інструментальні та соціально-психологічні методи. У статті розглянуто нейромаркетингові дослідження як засіб підвищення ефективності рекламної діяльності. Загалом необхідність маркетингових досліджень обумовлена потребою отримання інформації для мінімізації або усунення маркетингових ризиків при прийняття рішень, що забезпечується шляхом наявності достовірних даних. Традиційні маркетингові дослідження попри наявність методів дослідження, які вже давно стали класичними, не завжди дозволяють отримати достовірну інформацію, через похибки, які виникають в процесі роботи з респондентами. Натомість нейромаркетингові дослідження покликані забезпечувати більш глибокий аналіз реакції мозкової активності потенційних чи реальних споживачів. Оскільки з розвитком інформатизації та діджиталізації споживач стає більш вибагливим, виникає необхідність розширення застосування інструментарію маркетингових та нейромаркетингових досліджень.

The paper considers the use of the QFD (Quality Function Deployment) methodology in developing a new type of highly nutritive bread based on the deferred baking technology. The research has identified consumers’ main requirements for the new product that directly affect its technical characteristics. By using quality management tools (affinity diagram, tree diagram, benchmarking, relationship matrix), the consumers’ desires were translated into quantitative technical characteristics (design characteristics) of the product. The consumer requirements for a new type of bread have been ranked, and the weighting coefficients determined. A tree of product quality indicators characterising the level of consumer satisfaction has been formed, and their compliance with regulatory requirements has been established. To translate the consumer requirements into the quality parameters of the expected products, a House of Quality was constructed for the production of the new type of bread made by the deferred baking technology. It has been established that the naturalness of the newly developed product with high consumer properties should be achieved by using natural additives and high-quality raw materials, which will result in its high BAS content and extended shelf life. The QFD methodology will solve a number of problems posed by the deferred baking technology and allow creating a product with good sensory characteristics. [ABSTRACT FROM AUTHOR]

Стаття присвячена аналізу особливостей реалізації інструментів маркетингу в умовах воєнного стану. Маркетингові прийоми під час війни чи військових конфліктів будуть корисні бізнесу у будь-якій галузі економіки. Сформульовано комплекс запитань, на які має знати відповіді компанія, здійснюючи свою маркетингову діяльність в умовах воєнного стану. Визначено основні напрями, в яких доцільно зосереджувати маркетингову діяльність підприємства в умовах воєнного стану. Охарактеризовано основні особливості інструментів маркетингу в умовах воєнного стану. Наведено різнопланові приклади маркетингової діяльності окремих брендів під час воєнного стану як у світі, так і в Україні. Зазначено, що воєнні реалії суттєво змінили купівельну поведінку і купівельні звички споживачів. Висновується, що брендам потрібно намагатися завжди бути в курсі поточної воєнної, економічної, політичної ситуації, щоб бути готовими у разі необхідності змінити бізнес-вектор з власними маркетинговими підходами до своїх цільових і потенційних споживачів.

The article presents the results of a marketing study of consumer preferences in the restaurant market. The level of satisfaction of visitors to the restaurant business with the range of dishes, their taste, restaurant interior, musical accompaniment, serving, level of hygiene was assessed. A level of loyalty has been assigned to the most recent enterprises in the restaurant business, and the frequency of these changes. The rating of sources of information when choosing a restaurant business has been established, so when choosing a restaurant, consumers rely mainly on the feedback and recommendations of friends. The most significant factors influencing the choice of consumers of restaurant services are identified: the quality of cooked meals, quality of service and price. The study revealed the weaknesses of the restaurant business – vagueness in work, indifference of staff, late fulfillment of their obligations and orders. According to the results of the research, among the forms of interaction with the staff of the restaurant business, respondents are attracted by the opportunity to share feedback on social networks, offer solutions through the forum or social network, and offer ideas for restaurants; at the same time it is not at all attractive to offer an idea for an entertainment program, create a product from scratch and offer additional services, as well as offer recipes for new dishes and drinks. It is investigated that Ukrainian restaurants are characterized by high prices, inflexible pricing policy, there is a certain influence of competitors on the market pricing policy, but it is insignificant and does not determine the pricing strategies of enterprises. The most significant factors have been designated, as they infuse into the level of service and the format of the restaurant business enterprises, which are responsive to the pass. Based on a thorough analysis of the results of the survey, a model of consumer behavior in the market of restaurant services and generalized sources of competitive advantage for restaurants, taking into account the peculiarities of the economic and socio-cultural environment. [ABSTRACT FROM AUTHOR]

The object of research is the reengineering of business processes, which is used to increase the effectiveness of strategic management of an enterprise, which will create a new type of environmental enterprise «bioalliance». One of the most problematic places is the possibility of conducting marketing research to ensure the competitiveness of enterprises. The paper used the hypothetical method in substantiating the theoretical and methodological principles of organization and functioning of bio-alliances as the basis of bio-economy for rural areas. The study used the economic-statistical method, ranking of economic zoning, correlation and regression and cluster analysis. These methods were used in the elaboration of directions, sources and strategies of development, components of system and process management, state support for the implementation of traditional and new socio-economic and environmental functions. Also in the course of the work, methods of ideal modelling, mathematical modelling and programming, abstract-logical and structural-logical, extrapolation, expert evaluations, surveys, observations, qualitative and quantitative, imaginary and social experiments were used. The results of the market analyses of agricultural companies showed the inexpediency of agricultural companies. Based on the research, modelling and re-engineering of business processes through the implementation of organisational, corporate, business and functional strategies was proposed. The new form of agrarian enterprises, proposed in the work, is «bioalliance», based on the principles of integration of tourism sphere, sphere of organic production and production of eco-commodities, as well as using bio-resources as the main source. Compared to similar known methodologies of strategic management, the proposed methodology provides enterprises with a high level of importance in the regions, increasing the efficiency of the use of the resources available in their ownership. And also to allocate new market segments in order to attract not only existing, but also potential consumers. [ABSTRACT FROM AUTHOR]

The article describes that budgerigar is one of the most popular domestic birds. Budgerigars have become so popular thatthey have "overtaken" even canaries in this regard.The budgerigars eat the same as other parrots. They like nuts, millet, oats and wheat. Undoubtedly, they need fruits andvegetables for development and growth. They like to indulge in slices of tangerine and lemon, pears and apples.It is advisable to use pelleted feed to meet all the needs of parrots in nutrients and biologically active substances. These aresmall dry pellets balanced in the amount of nutrients, with the addition of important essential amino acids and vitamins. Pelleted feedis made from a mixture of cereals, vegetables, mineral and vitamin supplements. No additional synthetic vitamins or supplements arerequired when feeding pelleted feed.Parrots are popular in the world. The budgerigars rank 4th in Ukraine in popularity among pets after cats and dogs.The pet feed market has existed for about 20 years in Ukraine, so in terms of volumes it lags far behind the world's leadingmarkets. At the same time, the Ukrainian pet feed market is characterized as fast-growing according to analysts at Euromonitor International.It is considered that Ukraine is in 8th place in the TOP-10 fast-growing pet feed markets. However, the Ukrainian marketis dominated by foreign producers feed from countries such as Hungary, Russia, the United States, France and others.The following brands are among the budgies feed in Ukraine: «Lori», «Nature», «Maxi», «Special One», etc.Proper feeding of budgies does not cause much trouble nowadays. Parrots like solid feed consisting of a mixture of cereals,and soft feed from fruits, vegetables and protein foods.Pellets are a solution for parrot owners who haven’t time to closely monitor their pet's diet. The pellets contain choppedfruits, vegetables and other useful components (depending on the brand and product). They can be given to the bird if it is not possibleto get fresh food.The pellets have advantages and disadvantages. The disadvantages include the difficult transition to a such diet, as theparrot does not understand that it is food. Advantages: the composition of pellets is enriched with essential and non-essential aminoacids and vitamins. Pelleted feed is well balanced for the daily diet and haven’t husks as an additional positive effect.The cost of raw materials for the developed pelleted feed is on average 10 UAH per 1 kg. It is advisable to produce pelletedfeed for budgies, because the low cost and high quality will attract owners of budgies. [ABSTRACT FROM AUTHOR]

The process of collecting marketing information in foreign markets is investigated in this paper. The relevance of the investigated problem is due to the tendency of markets to globalize. At present, not only for large but also for medium-sized enterprises there is a problem of entering the markets of other countries. The role of marketing research is to assess marketing situation, providing information which make it possible to develop effective marketing programs of the enterprise. The key to the quality of marketing research is to obtain complete, objective, relevant information about the object of study. The main problem of international marketing research is the difficult availability of information due to the geographical remoteness of markets and unawareness of the research customer in the socio-cultural characteristics of the local audience. In addition there is the organizational problem of difficulties in interacting with potential local intermediaries (marketing information agencies) due to both geographical remoteness and the existing linguistic and cultural differences between the client and the performer. These problems are especially acute during the period of quarantine restrictions. The application of Internet opportunities for the collection of information in foreign markets is proposed for overcoming the obstacles. The main advantages of marketing research using Internet is that Internet surveys provide the widest geographical coverage of respondents compared to all other methods, open access to hard-toreach respondents, convenient for the formation of «targeted» samples based on the use of social networks. In Internet surveys there are no expenses for postal transfers, telephone conversations, duplication of questionnaires and remuneration of «field» researchers, which would be very expensive for research of foreign markets, the respondents search is automatic. Modern Internet users are connected by social networks, can easily share content with each other, which make it possible to analyze the content of online reviews and conversations, to participate in online conversations with customers, to organize joint online discussions or expert surveys. [ABSTRACT FROM AUTHOR]

The article is devoted to the generalization of arguments and scientific results in the discussion on the analysis and validity of assessment tools for the effectiveness of modernization of enterprises within the theory of innovative development of economic systems. The main purpose of the study is to formalize the impact of innovation determinant on the effectiveness of modernization of transport enterprises and the construction of economic tools for assessing the effectiveness of modernization. Systematization of scientific sources and modern approaches to the study of innovation processes and their manifestations in the economy, the specifics of modernization of transport enterprises showed that the analysis of effectiveness needs to be improved in terms of valuation and quality assessment and consideration of capitalization and accumulation of modernization potential, innovativeness of changes, intellectualization, digitalization, integration of changes, quality and safety of transport services. The urgency of solving this scientific problem is not only to assess the effectiveness of modernization, but also allows to design strategic directions for promising innovation growth. The study of the effectiveness of modernization of transport enterprises in the context of the analysis of innovation determinant was conducted in the following logical sequence: the conditions and limitations in the tools for assessing the effectiveness of modernization are formalized, then the mathematical formula is built and its components are revealed, then the authors describe each element of the formula in the criterion of the effectiveness of modernization and conduct a mathematical agreement and establishment of the weight of individual indicators, further the sequence of assessment is revealed and the analysis of a condition of functioning of the enterprises of transport sphere for the subsequent implementation of the offered criterion of efficiency of modernization is conducted. The methodological basis of the study was the methods of determining capitalized goodwill, valuation of potential, structural and temporal analysis of innovation processes; comparability of reference and actual parameters, as well as the method of determining the weighted arithmetic mean; tools for analysis of concordance, as well as standard deviation; benchmarking studies of industry trends and financial and economic analysis of the state of transport enterprises. The objects of the study were Ukrainian enterprises of railway, water, air and road transport, which allowed to comprehensively analyze the effectiveness of modernization in the transport sphere. The article presents the results of the empirical analysis of the implementation of the proposed tools for assessing the effectiveness of modernization of transport enterprises, which proved its practical expediency and compliance with the objectives. The study empirically confirms and theoretically proves the determinism of innovative development in modernization processes used in transport enterprises. The results of the study can be useful in substantiating the strategic guidelines of innovative development of transport enterprises as they identify problematic sectors in the management of modernization process, as well as areas of strengthening management influence on individual processes of intellectualization, digitalization, integration, ensuring quality and safety when planning modernization changes and fulfillment of modernization potential. [ABSTRACT FROM AUTHOR]

The purpose of the article. Research and analysis of marketing technology algorithms by studying the motivations of collectors as consumers of fine arts products. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of collectors as consumers of works of art with the subsequent use of research results in the marketing processes of promoting works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivation of collectors as consumers in the market of fine arts and in the study of further marketing processes in the activities of collectors of works of art. The article analyzes the algorithms of marketing technologies in the analysis of motivations of collectors as consumers of the art market. The article establishes that in the marketing of fine arts it is relevant and necessary to study the behavior of collectors as consumers of works of art through the analysis of types of collectors, through the analysis of the processes of collecting works of art, through the analysis of situations of consumption of works of art. It should be noted that in the marketing of fine arts, the technologies of studying and analyzing the motivations of consumers of art markets in the promotion of works of art are purposefully and productively used. The analysis of motivations of consumers of art markets gives the chance to classify highly effective groups of consumers and admirers of works of fine arts according to their motivations. Conclusions. The article defines and analyzes the model of consumption of fine arts by Collectors, and, accordingly, describes the situations in which certain groups of individuals (consumer segments) acquire or collect works of art. It is proved that the collector's behavior in art marketing is based on three obligatory components: Individual (Collector) - Product (Work of art) - Situation (Consumption of a work of art in the art market). It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied collectors as Individuals who consume works of art, which in turn are Products presented in kind in private (or other) collections, and we have studied the situations of consumption of works of art acquired in the collection. [ABSTRACT FROM AUTHOR]

В статті розглянуто визначення понять канал розподілу, канал постачання, канал товароруху, канал збуту. Подано алгоритм планування та аналізу збуту готової продукції як запоруку ефективного управління каналами розподілу. Розглянуто оптову та роздрібну торгівлю як важливі складові каналів розподілу. Висвітлено основні функції оптової та роздрібної торгівлі. Здійснено маркетингове дослідження каналів розподілу на вітчизняному ринку. Проаналізовано динаміку обсягів та структуру оптової та роздрібної торгівлі в Україні за останні десять років. Показано частку продажу товарів, що вироблені на території України протягом досліджуваного періоду. Охарактеризовано сучасний стан каналів розподілу в Україні та надано рекомендації щодо забезпечення ефективності їх роботи в умовах обмежень, пов’язаних з пандемією.

В статті досліджується сутність та зміст маркетингового аналізу як теоретичної системи та складової комплексу маркетингу підприємств. В прикладному сенсі маркетинговий аналіз за своєю сутністю та змістом виступає «творцем» тої інформації, на основі якої менеджмент підприємства приймає стратегічні та оперативні рішення. Теорія маркетингового аналізу ще формується, в ній наявні дискусійні питання, які вимагають подальших досліджень. В статті подаються різні погляди на сутність маркетингового аналізу, аналізуються відмінності між маркетинговим аналізом та маркетинговими дослідженнями, які достатньо чітко прослідковуються в теоретичних підходах, хоча не зовсім чітко проявляються в практичних аспектах. При аналізі сутності та змісту маркетингового аналізу необхідно також чітко розмежовувати останній з маркетинговим аудитом та маркетинговим контролем за критеріями предмету, об’єкту та завдань цих складових комплексу маркетингу.

The purpose of the article. Research and analysis of marketing technology algorithms and study of motivations of purchasers of products of fine arts. The methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of purchasers of works of fine art and further research of marketing processes in the promotion of works of fine art in the art market. The scientific novelty consists in the expansion of ideas about the motivations of purchasers of works of fine art. The article explores the marketing processes in the art market. Algorithms of marketing technologies in the analysis of motivations of purchasers of works of fine arts are analyzed. That is, the article proves that in art marketing it is relevant and necessary to regularly study the algorithms of the behavior of purchasers of works of art, as well as in general - situations in which the collector decides on the purchase of works of art. Research in the field of art market marketing gives grounds to state that artistic creativity is a field of large and small business, which should deeply study and analyze the motivations of purchasers, involving specialists in psychology, sociology, economics. It should be noted that in the marketing of fine arts the technologies of studying and analyzing the motivations of the purchasers of works of art are purposefully and productively used. Conclusions. The article analyzes the models of acquisition of works of fine art. It is also proved that the behavior of the purchaser of works of art is determined by three mandatory components: Individual - Product - Situation, on which the model of consumption and consumer behavior is based. Thus, we have studied the individuals involved in the acquisition of works of art that are products on the market, presented in kind in museums or private collections. The success of art marketing depends not only on the personality of the artist who created the product presented on the market, not only on the solvency of the final purchaser of this product but also on the personality, creative and business qualities of dealers, distributors, and other intermediaries in the art market. At a certain stage, they also become purchasers of this product on the way from the artist to the final buyer - a museum or a private collector, etc. We also explored market algorithms for acquiring works of art in a collection. [ABSTRACT FROM AUTHOR]

Стаття присвячена результатам маркетингового дослідження факторів успішності проведення PR-заходів в різних умовах – до і після впровадження локдауну у зв’язку з пандемією COVID-19 на фармацевтичному ринку південного регіону України. Автор порівняв споживацькі вподобання, особливості прийняття рішення про участь в PR-заходах в онлайн та офлайн форматах. У якості важливих факторів для обрання конкретного PR-заходу цільовою аудиторією запропоновано фактори комфорту, зручність отримання інформації, співвідношення інформаційної та розважальної складових у змісті програми заходу, вплив особистості лектора та зацікавленість в конкретній темі PR-заходу. Через запропоновану систему оцінки ефективності в нових соціально-економічних умовах ізоляції сформовано принципи розробки маркетингових заходів в цифровому середовищі для підприємств, що діють на основі нових бізнес-моделей.

To date, we can say that the market for the application of neurophysiological research in marketing is in the process of becoming. Promotion of neuromarketing services inevitably faces not only a number of difficulties, but also with insufficient development of interdisciplinary communications, lack of their transparency and high material and financial costs associated with this. It is important to mention the many opponents of the use of neuro research in marketing and in general the concept of neuromarketing, which creates additional barriers in the implementation of the concept. The market of consumer goods in modern conditions is characterized by the saturation of goods, the rapid renewal of the presented products, the emergence of new competitors, increased competition, changing consumer preferences, increasing consumer demands for both products and enterprises. In this regard, it is extremely important to study the possibilities of using neuromarketing research and neuromarketing tools in the conduct of business activities of enterprises. Using of neuromarketing research in the company’ marketing activities makes it possible to identify the subconscious motives of consumers and to model behavioral actions in accordance with the results obtained. As a result, the effectiveness of the application of an instrument is estimated and the trend of purchasing behavior is predicted. Each of the technologies of neuromarketing reveals certain motives of the respondents, in this connection the company determines the necessity of carrying out this or that research. The obtained knowledge increases the value of the product and promotes sales increase, as well as minimization of risks.

Tourism is an important sector that contributes to the development of the country's economy. To gain a larger share of this competitive sector, it is necessary to create more profitable new tourism markets and develop appropriate marketing strategies. This study examines the term niche marketing and niche market definition. The relationship between the marketing niche and other marketing methods is noted and its advantages and disadvantages are outlined. In addition, the application of the niche market in the tourism industry is indicated and the reasons for increasing the practice of marketing niches as a marketing strategy are identified. This study aims to present a concise status of niche marketing and thus create a basis for marketers and researchers. In the modern world community, the tourism industry occupies a very important economic niche. Over the past twenty years, many Western countries have replenished their wealth through the development of this industry. In Ukraine, tourism is not perceived as an independent and equal segment of the economy. The tourism industry is experiencing a period of formation both in the theoretical sense (as a scientific field) and in practice. One of the most important stages of tourism development is the marketing component: research, strategy and planning, but in the field of tourism these stages are given little attention. This fact is a very significant problem, as the growth in demand for tourism services is extensive, and companies selling tourism services have not been adapted to this. Enterprises in the field of tourism are engaged in the development of a new product, programs of various tours, pricing, improving the quality of the tourist product, as well as developments in the sale of such a product and the implementation of local and national marketing concepts. The main and specific role in the support and development of tourism at the international and national levels is played by the state. The experience of different countries shows that the success of tourism development directly depends on how the industry is perceived at the state level, how much it enjoys state support. In a number of countries, state programs have been developed to stimulate inbound tourism, which provide tax benefits, simplification of the customs regime, creating favorable conditions for investment in tourism, increasing budget allocations for infrastructure development, advertising in foreign markets, training of qualified personnel. [ABSTRACT FROM AUTHOR]

The article reveals the role of the digital competence of employees in the marketing management of agricultural enterprises. It has been noted that marketing management is one of the novel approaches to managing an agricultural enterprise. It has been found that the successful all-levels marketing management of agricultural enterprises essentially depends on the holistic development of employees, so it is crucial to devote attention to professional knowledge of specialists, their ability to respond swiftly to market demands, ability to communicate, assume responsibility for performance results, as well as be engaged in life-long learning. It has been noted that cutting-edge technologies and equipment demand from employees to be digitally competent. The essence of digital competence has been revealed. The key components of the application of digital competence by agricultural commodity producers, which are crucial when looking for buyers and suppliers, or studying the market, have been considered. Since the state-of-the-art digital technologies require an Internet connection, the possibility of the rural population of Ukraine to have access to the Internet has been analyzed. It has been noted that the formation and development of the digital competence of employees constitutes an integral part of marketing management in agricultural enterprises thus improving the knowledge and skills of personnel when making managerial decisions, and providing competitive strengths and justification of enterprise development strategy. [ABSTRACT FROM AUTHOR]

The purpose of the article is to substantiate the need to use benchmarking by domestic rural green tourism enterprises as an innovative tool to improve their financial performance. Research methods. In the process of research were used the methods of analytical generalizations (systematization of modern views on the use of benchmarking by enterprises); induction and deduction (determining the rating of the largest corporations in the world engaged in the development of benchmarking strategies and use it in their practical activity), synthesis and analysis (consideration of characteristic features and tendencies of the development of the rural green tourism enterprises, as well as carrying out the complex assessment of their financial status), personal survey (definition of the level of popularization of benchmarking and problems of its use among the rural green tourism enterprises of Odessa region), abstract-logical (theoretical generalizations and formulation of conclusions). Research results. The modern tendencies and peculiarities of the use of benchmarking in marketing researches of world companies are considered. The world experience of using benchmarking in order to improve the financial results of the companies of European countries is investigated. The main dominants of the use of financial benchmarking by the rural green tourism enterprises are identified, on the basis of which it is divided into internal, external and financial and strategic. The state of development of the rural green tourism enterprises of Ukraine is analyzed: lists the objects that are attributed to the rural green tourism of Ukraine as of 2018 by regions; based on the survey, the level of popularization of benchmarking and the problem of its use among the rural green tourism enterprises in Odessa region was determined, as well as a comprehensive assessment of their financial status. Scientific novelty. The necessity to use benchmarking by domestic rural green tourism enterprises is grounded not only in marketing research in order to strengthen their market positions and increase competitive advantages, but also as a financial instrument for ensuring the configuration of financial flows in the directions of their formation and use by interpreting the experience of financial development in the world into their own activities. Practical significance. The results can be used in the process of further scientific elaboration of an important scientific problem - the use of benchmarking in the financial activity of rural green tourism enterprises of Ukraine and determining its contribution to ensuring their financial stability and independence. Tabl.: 2. Figs.: 1. Refs.: 19. [ABSTRACT FROM AUTHOR]

This article focuses on the triangulation of research methods and techniques in the discussion on the evaluation of marketing research. Research traditions in marketing can be referred to the division of research methodologies, according to which the methods of conceptual, theoretical, empirical and formal research is distinguished, based on the use of quantitative methods, mathematical and statistical models. In scientific research on marketing, conceptual methods (i.e. heuristic or creative methods) are used, with a primary focus on the analysis of qualitative aspects of the studied processes, thus making little reference to empirics. The methodology of empirical research in marketing is used to a great extent. It allows developing empirical models, thus making it possible to recognize, e.g. actually implemented models of marketing strategies that may be consistent with or deviate from the theoretical models. However, it should be noted that empirical models do not always have implementation properties, as they most often refer to the present or past reality. Nevertheless, these models may be subject to benchmarking. Moreover, they serve to make conceptual models more probable. For the further development of marketing, it becomes essential to increase the scope of application of formal research methodologies as well. The analysis of the literature indicates the need for an in-depth diagnosis of combined methods in the research process in the broader context of management sciences. The aim of the article is therefore expressed as a research problem in the form of the following question: Is methodological triangulation a prerequisite for research processes in the management sciences? The research results presented in this article are a fragment of complex study on research methodology. Moreover, the conducted empirical research confirms and theoretically proves that methodological triangulation is a necessary condition in research processes. In contrast, verification of developed methods, models or procedures is an essential condition allowing to combine science and management practice, while methodological triangulation supports research processes. Concerning the preceding, the author recommends in the present article to make a scientific effort aimed at elaborating a tool, method or procedure to select proper research methods and techniques for the research process within the scope of management science, with a particular emphasis on factors determining the process quality. [ABSTRACT FROM AUTHOR]

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For improving marketing effectiveness, the producers and entrepreneurs today want to understand how human psychology and emotions influencing on decision making. In this instance, the concept of neuromarketing offers a chance to get accurate, factual data about the buying habits of target markets. This study has been intended to explore the challenges, prospects, limitation and potentiality of practising neuromarketing in the context of Bangladesh as a cutting-edge marketing issue with the purpose of providing corresponding recommendations. The status and future prediction of neuromarketing have been exposed through qualitative and quantitative analysis. The finding of the study has been supported by collecting data from 55 customers and 65 marketers as the respondents. The key findings of this study are quite impressive and prospective regarding the level of awareness, interest, acknowledgement and conviction towards practising neuromarketing in the context in Bangladesh. The contribution of this study can be breakthrough and pave the way for neuromarketing in Bangladesh. The findings of this study will be helpful for the marketing policy makers and govt agencies to introduce this new method of marketing tools in Bangladesh. Finally, some policy guidelines were provided based on findings and analysis. In that way, marketers have to promote initiatives to familiarize the devices of the neuromarketing, have to engage the educated customers to share their experiences while designing the marketing strategies and plans. The important conclusion that the education is one of the most important factors affecting the adoption of the neuromarketing practice. On the other hand, marketers should take initiatives to overcome some misconceptions regarding the harmful for the brain activity devices of the neurology. [ABSTRACT FROM AUTHOR]

У змісті статті акцентовано увагу на значенні маркетингу в управлінській діяльності дошкільної освіти, доведено необхідність використання маркетингу для функціонування і розвитку дошкільного навчального закладу. На основі аналізу і узагальнення результатів наукових доробок розкрито зміст, суть основних понять дослідження, введено в науковий обіг поняття «управління дошкільною освітою», з’ясовано від чого залежить розвиток і удосконалення дошкільної освіти. Рекомендовано до уваги розроблену концепцію маркетингової системи дошкільної освіти, яка включає у себе 9 основних структурних компонентів. На тлі концептуальних засад визначено принципи, на яких базується сучасна маркетингова діяльність у дошкільній освіті, та представлено основні завдання функціонального напряму «Організація системи маркетингу в дошкільній освіті та управління нею». Запропоновано основні етапи надання додаткових освітніх послуг в умовах дошкільного навчального закладу. На підставі емпіричного дослідження і порівняльних даних констатувального і контрольного експериментів зроблено висновки про доцільність використання запропонованої концепції маркетингової системи дошкільної освіти і намічено перспективу наукових розвідок з означеної проблеми.

Urgency of the research. In the context of market uncertainty, marketing research which serves as the information basis in the system of business management becomes more and more relevant. The question of assessing the effectiveness of marketing research is important and identifies the feasibility of their application. Target setting. Marketing research requires considerable financial resources, which should be justified. The effectiveness of marketing research should be analyzed in order to obtain objective information for making multifaceted managerial decisions and effective investing in the appropriate marketing activities. However, the question of assessing the effectiveness of marketing research is not discovered yet. Actual scientific researches and issues analysis. The questions of assessing the effectiveness of marketing research were studied by such foreign scholars as G. Assel, G. L. Bagiev, O. V. Zozulov, I. O. Ziukova, V. P. Lysenko, S. A. Solntsev, A. V. Fedorchenko etc. Uninvestigated parts of general matters defining. Today there is no integrated system for assessing the results of marketing research, which reduces the importance of these marketing tools in the practical activities of an enterprise. The research objective. The article is aimed at improving the system of assessing the results of marketing research. The statement of basic materials. A comparative analysis of existing approaches to assessing the effectiveness of marketing research has been conducted in the article. A methodical approach to assessing the effectiveness of marketing research has been developed. The offered approach provides a method of calculation of marketing research effectiveness indicator, also there have been provided indicators of assessing their economic effect and offered calculation of economic efficiency of marketing research. Conclusions. It has been offered to identify the effectiveness of marketing research using the indicators of effectiveness and economical efficiency reflecting the direct and indirect results of marketing research. The methods offered will make it possible for enterprises to assess the results of marketing research in their practical activities independently. [ABSTRACT FROM AUTHOR]

The aim of the article is to identify and to study trends of application and forming of sampling selection of participants, control of survey quality and methods of conducting online panels and online communities. The results of the analysis. The article provides the analysis of the modern tendencies of marketing researches on the Internet. The development of Internet technologies and the spread of the Internet to all spheres of human life lead to the relocation of marketing research of consumer behavior to the Internet. The structure of the Ukrainian population in accordance with the structure of the Internet audience leads to the representativeness of samples of marketing research on the Internet. We analyzed the types of respondents' recruiting for online panels and online communities, their advantages and disadvantages. We revealed areas of application of online panels and online communities. Online panels are applicable in two cases: the target group that consists exclusively of Internet users and the target group amounting not less than 50% of Inter net users. Exceptionally in these cases, we can extrapolated the results of panel studies to the entire population. Online communities are used for qualitative research and there are no strict requirements for the population and sample for them. Online communities are classified into three groups: project, syndicated and permanent. Each group is characterized by the goals of its creation, the volumes of samples being generated and the methods of operation. We analyzed and systematized methods of quality control online survey. Quality control of the survey consists of three stages: monitoring during the interview, data quality control, and panel management. At each stage, a system of indicators is formed, which confirms the quality of the survey. We considered further perspectives of Internet research, which don`t need Internet surveys. An increase in information about consumers (geolocation, activity on the Internet, profiles in social networks) can contribute to this. Conclusions and direction of further researches. The study we identified the main trends of surveys on the Internet, both quantitatively by online panels, and in qualitative by online communities. We analyzed the advantages and disadvantages of surveys on the Internet. We determined areas of application of online panels and online communities. We presented the methods of sampling for online panel research. We systematized the factors by which a decision about the possibility of using online panels is made. Further research should be focus on the psychological aspects of online community members, as this direction of research is only developing in Ukraine. [ABSTRACT FROM AUTHOR]