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The communication policy of a trade enterprise always depends on the general goals of the enterprise, but it is impossible to consider the communications of a trade enterprise as a permanent component. Communication policy is a moving thing, it is constantly influenced by internal and external factors, which gives impetus to the company’s marketers to constantly adjust it to modern market requirements. The aim of the article is to determine the resilience of marketing strategies of trade enterprises in relation to communication and advertising activities under the influence of macro factors. We include the following macro factors: the COVID-19 pandemic and the full-scale military aggression of the russian federation from 24.02.2022 onward. We analyzed the relevant literature and found that the impact of general macro factors on the marketing strategy of trade enterprises is mostly incomprehensible and unpredictable, which requires new approaches to marketing activities. In particular, modern open sources and scientific literature do not sufficiently examine the methods and technologies of retailers in the communication strategy under the influence of stress and crisis. The study of contemporary behavior in the communication policy of trade enterprises in the market, including the growth of online commerce, has led to a shift in emphasis to digital advertising, which promotes sales via the Internet. Advertisers are actively working to promote products and services that can be purchased online. The pandemic has created many uncertainties, and advertisers have proven to be more flexible and ready to adapt quickly to changes in economic and social conditions. Particular attention should be paid to the advertising activities of trade enterprises during the wartime, that can become a significant challenge and require a careful approach. The warime creates its own unique challenges for businesses and marketers, and it is important to consider ethical and social aspects in advertising campaigns. We have summarized the aspects of the influence of external factors on the advertising activities of trade enterprises during the wartime. Since most retail sales still take place offline, trade marketers are reviewing the in-store experience, trying to combine the reach of physical retail with the involvement of digital channels, actively implementing in-store media communication. An effective in-store retail media strategy isn’t as simple as adding advertising around the store. This strategy requires technology to collect and analyze customer data, including where the customer went to in the store (particular departments), how much time they spent and what they did in there. It is necessary to thoroughly work out a map of buyer behavior. In the course of the study, the key components of advertising technologies in stores were identified, which should be considered in order to collect high-quality marketing information on consumer behavior, and subsequently – to convey advertising information to them at a specific point of sale. It is concluded that in the future, it will be extremely important for stores to apply a seamless omnichannel customer experience at the point of sale. Numerous studies demonstrate the positive impact of technology in retail on the customer journey to the store, as well as the customer journey in the store, from product selection to payment for purchase. Further development of communication strategies of retail trade enterprises envisages the use of modern technologies, the involvement of artificial intelligence and the improvement of customer service methods in trading floors.

The article analyzes, systematizes and summarizes scientific works of scholars with consideration of the issues related to the study of theoretical-methodological and applied aspects of promoting new innovative food products to the market. The article is aimed at studying the prospects of promoting to the regional market of restaurant enterprises a new whipped dessert, of the type of sambuc, with the addition of a modern additive «Nutrio-gem», which exhibits a wide range of effects: antioxidant, sorption, bacteriostatic, complex-forming, emulsifying, moisture-containing, moisture-binding, stabilizing, structural-forming properties. It is substantiated that in the context of the consequences of both the global pandemic and the hostilities in Ukraine, the issue of healthy and healing nutrition as a means of maintaining immunity and increasing the ability of the human body to withstand the negative impact of the environment becomes topical. To identify the potential demand for an innovative product and its possible perception by potential consumers, a marketing study was conducted in the form of a survey of respondents using the Google Forms platform. The goal was: to study the needs of buyers; carry out an analysis of compliance of product characteristics with the relevant requirements; selection of market segments for a new dish. In order to implement this work, a questionnaire was developed, consisting of interrelated, posed in a logical sequence questions. The sample size was 303 people. The time frame of the study: November – December 2021. The carried out work allowed to develop recommendations for bringing these products to the regional market and substantiate its market and consumer relevance in the current conditions.

The article analyzes, systematizes and generalizes scientific works of scholars; the problems related to the study of the theoretical, methodological and applied aspects of innovation marketing are considered. The article is aimed at studying the current state of the regional market of biscuit semi-finished products and determine the market prospects for a new innovative anti-anemic food product. It is substantiated that in the context of the global COVID-19 pandemic, the issue of healthy and health-improving eating as a means of maintaining immunity and enhancing the capabilities of the human body to resist coronavirus becomes urgent. The presence of chronic illnesses can significantly reduce human immunity and, as a result, increases the possibility for a new disease. The main directions of implementation of health nutrition are presented. To achieve the set aim, the authors’ our own research is carried out using testing and survey methods. To study the market of potential consumers, a questionnaire is developed, which consisted of 13 interrelated questions comprised in a logical sequence. The sample consists of 300 respondents. Consumer attitude to the food group – biscuit semi-finished products with the addition of heme iron dietary supplement – and prospects for perception of its new variety are identified. According to the results of the research, the most significant indicators of product quality are allocated. Certain trends in the market of biscuit semi-finished products are identified. A complex of actions with marketing strategic orientation is proposed to increase the market perspective of a new innovative food product. Recommendations for introducing these products to the regional market are developed, its market and consumer relevance during the COVID-19 pandemic are substantiated.

The article is concerned with improving the marketing tools aimed at encouraging consumer motivations of the branded clothing market in the context of the crisis caused by the COVID-19 pandemic. In the analysis, systematization and generalization of scientific works of many scholars, theoretical and practical approaches to the process of formation of loyalty and separate aspects of their management at retail enterprises are considered. It is found that in the current market conditions, a competitive marketing strategy involves the implementation of relationship marketing as one of the major functional tools for improving business efficiency. Relationship marketing allows to identify, establish, maintain, strengthen, change and terminate relationships with consumers in order to create value for consumers and ensure the profitability of the company in the current period and perspective. Technologies of promotion of fashion industry brands in crisis market are researched. The activity of the company engaged in retail trade of goods is considered on the example of the seller of branded clothing Polo Ralph Lauren. A marketing study is conducted in order to study the demand for the consumption of branded clothing, recommendations for its promotion are developed. The theoretical and methodical basis of the study is the work of foreign and domestic scientists-economists on the problems of brand promotion, development of the fashion market of branded clothing. The actual research task on theoretical substantiation and improvement of methodological approaches to the formation of customer loyalty in the fashion market of branded clothing has been solved. An online survey of the branded clothing consumers in the city of Kyiv was created on the GoogleForms platform, the results of which determined the significance of the factors for the purchase; it was proved that the key channels of distribution of fashion brands in the current market conditions continue to be shopping centers, with the simultaneous growth of the Internet segment. A marketing instrumentarium for the promotion of branded clothing in social networks Facebook and Instagram has been developed. Recommendations as to the main activities of the marketing complex are presented taking into account the specifics of the target audience.

With the development of a new stage of the industrial revolution, the importance of digitalization of business development tools is growing. The purpose of this article is to study the applied aspects of digital marketing tools usage for business development in the B2C market. To achieve the purpose and objectives of the study general and special methods are used: comparative analysis of the results of economic and statistical surveys; method of expert assessments by questionnaires using a 5-point Likert scale. The concordance coefficient was used to determine the consistency of the experts' opinions taking into account the related ranks in method of expert assessments. According to the results of the research, it is established that the Ukrainian business of the B2C sector was actively mastering digital marketing tools. The analysis of penetration level of digital technologies in the development of trade business showed the emergence of basic conditions for updating marketing tools to influence the B2C market. There is a rapid coverage rate of multi-purpose use of the Internet among consumers and businesses; gradual growth of digital skills among practitioners; positive dynamics of development of interactive services in the trade sphere. However, the level of use of the retail businesses websites remains low in many spheres of customer service. An important trend of the current development stage of the consumer market is the usage of business Internet platforms designed for mass dissemination of information. Effective marketing channels of interaction with consumers include social media (social networks, blogs or microblogs, websites with multimedia content, knowledge sharing tools), websites, e-shops, and sales via mobile devices. According to the results of expert evaluation, foreground digital technologies, which are able to bring business to a qualitatively new level of interaction with consumers and the provision of trade services have been identified. These are artificial intelligence and cognitive technologies, BigData, Internet of Things (IoT), and cloud computing. The structural and logical scheme of research of digital marketing tools is used for business development which includes two stages is offered. In the first stage, trendwatching, benchmarking and evaluation of internal opportunities for the use of digital marketing tools are performed. In the second stage, three components of digital readiness of business are defined: technological; competence; institutional. The obtained results form the basis of further research to determine the priorities of adaptive digital business behavior for the productive use of existing digital opportunities. [ABSTRACT FROM AUTHOR]