bluuebunny/crossref_metadata_2025 huggingface dataset:
STRATEGIC DIRECTIONS OF MARKETING TECHNOLOGIES DEVELOPMENT IN THE CONDITIONS OF GLOBAL DIGITALIZATION OF ECONOMY
Authors:   Khmelnitskyi National University, Kovalchuk Svitlana
Published: March 2022

The turbulent and innovative nature of development is demonstrated today by the digital economy, the basis for which is the formation of powerful technological changes in the creation of digital space for storage, processing and transmission of information. The pandemic caused by COVID-19 accelerated the global transition to the use of modern Internet technologies. Thus, according to the expert assessment of the United Nations Telecommunication Union (ITU), in 2021 the number of Internet users increased from 4.1 to 4.9 billion compared to 2019. In the first year of the pandemic alone, the number of people using the Internet increased by 10%, the largest annual increase in a decade. The same trends are characteristic of the Ukrainian market: in 2020 there were 2 million more Internet users in Ukraine, at the beginning of 2021 there were about 30 million. The number of Ukrainians who use social networks has increased significantly – 26 million people against 19 million in 2020. Users of the World Wide Web account for 60% of the total population, since 2020 their number has increased by 20%. The article summarizes the existing views on the definition of digital marketing, gives its author’s definition as an effective combination of tools and methods of traditional marketing with modern information, digital, interactive technologies to promote goods and services, as well as building its business reputation in modern communication and information space. The tendencies in the field of digital marketing which have been formed, including under the influence of COVID-19, are defined, namely: tendencies of the advertising market; social network market trends; SEO market development trends; trends in automation and artificial intelligence. The landscape of digital marketing is defined. The main difficulties faced by digital marketing in 2021 are identified. The directions of further development of marketing in the context of global digitalization of the economy are outlined.
SPECIFICS AND PROBLEMS OF EVALUATION OF EFFICIENCY OF INVESTMENT PROJECTS IN MODERN CONDITIONS SPECIFICS
Authors: Pylypiak Oleksandr , Sachynska Liudmyla ,   Khmelnytskyi National University
Published: March 2022

The essence of basic indicators for assessing the effectiveness of investment projects in the field of real investment is considered. The basic indicator of the efficiency evaluation system, the discounted payback period, is characterized. The problems of its calculation and limitations of its interpretation are shown. It is shown that this criterion should be used only for the preliminary evaluation of projects with the same life cycle. The basic indicator of the system of efficiency assessment of net present value is characterized. The problems of its calculation and the limitations of its application due to the dependence on the discount rate, which will be different for projects with different levels of risk, are shown. The basic indicator of the system of efficiency evaluation of the internal rate of return is characterized. The problems of its calculation and the limitations imposed on this indicator are shown, especially from the point of view of interpretation. The internal rate of return cannot be used as a full and independent indicator of efficiency. The problems of interpretation of the discounted payback period, net present value, internal rate of return, discounted profitability index in modern conditions and methodological features of the calculation in terms of each indicator and in terms of non-stationary cash flows are highlighted. The advantages and disadvantages of indicators for evaluating the effectiveness of investment projects are shown. Modified indicators of net present value and internal rate of return, which take into account an extremely important factor of reinvestment, are considered separately. The conditions of their application are shown, namely the possibility to receive additional income from reinvestment. In today’s development, this factor is difficult to overestimate. A comparison of net present value and internal rate of return is made using Fisher’s points. Possibilities of their application are shown. The approach to the choice of the criterion for evaluating the effectiveness of investment projects in the field of real investment for given conditions, which is based on the scenario approach, is proposed.
IMPLEMENTATION “SUBSTANCE OVER FORM” AND “BUSINESS PURPOSE” DOCTRINES IN DOMESTIC RULES OF TRANSFER PRICING
Authors:   Research Institute of Fiscal Policy University of State Fiscal Service of Ukraine, KURILOV YEVHEN
Published: March 2022

At aticle analyzes changes in the domestic tax legislation on the introduction of such interconnected and complementary doctrines of international tax law as “substance over form” and “business purpose”. The essence of these doctrines, their relationship with the principles and standards of financial reporting, financial and tax accounting, as well as their likely impact on the domestic transfer pricing rules are considered. The analysis of the existing practice in Ukraine of the application of these doctrines in court cases on tax issues is carried out. The problematic aspects of their application for tax control over the observance of transfer pricing rules by taxpayers have been identified. The practical application of interrelated doctrines of international tax law, such as “substance over form” and “business purpose”, provides for the implementation of a set of measures to document and study the subjective component of a separate controlled transaction and the activities of a taxpayer as a whole and / or an international group of companies as a whole (strategies goals, intentions and expectations). The taxpayer must be ready and able to explain in his transfer pricing documentation and/or during audits to the officials of the regulatory body the economic effect obtained from the implementation of the controlled transaction. To this end, the following are essential: in-depth attention to transactions that may be considered risky for transfer pricing; proper justification and documentation of activities related to the implementation of a controlled transaction in all areas and levels of accounting. The conclusion is also formulated that the concept of “business purpose” is evaluative in nature, allowing to predict the further development of practical developments in the field of application of the “business purpose” doctrine in Ukraine, incl. as a result of further jurisprudence.
COMMODITY ASPECTS OF THE INSURANCE STOCK OF GOODS IN THE STORE: FEATURES OF CALCULATION AND FORMATION
Authors: DRAZHNYTSIA Serhii , DRAZHNYTSIA Oleh ,   Khmelnytskyi National University
Published: March 2022

The main prerequisite for the stability and continuity of trade is the formation of optimal inventories of trade entities and their effective management. It depends on how much the range of goods of the store will meet the demands of consumers, and hence the social and economic efficiency of the store. However, excessive, irrational accumulation of inventories by the business entity leads to “freezing” of working capital and reduce their turnover, which in turn reduces the efficiency of their use and profitability of the store as a whole. In addition, inventories and their volume in the trading company are influenced by a number of factors, including the characteristics of the commodity characteristics of the goods themselves. Thus, given the peculiarities of economic activity of trade entities at the present stage of national and world economy, including those caused by the global pandemic Kovid-19 and the post-quarantine period, it is extremely important to ensure the smooth functioning of trade entities through the formation and effective management insurance stock. Thus, the competent formation and management of insurance stocks of goods in the store, including taking into account the commodity characteristics of the goods themselves, provides retailers with stable and uninterrupted trade. and unavoidable costs that do not always pay off. Therefore, we offer the following steps to save on the insurance reserve: increase or decrease the planning horizon or supply frequency, increase supplier discipline, aggregate data on several product items, increase the number of available statistics over time through sales statistics, aggregate sales history by several warehouses. These methods will help reduce the amount of excess inventory in the warehouse, without compromising the quality of service, sales and peace of mind of the entrepreneur.
MARKETING TOOLS TO ENSURE THE ECONOMIC SECURITY OF THE ENTERPRISE: THE ESSENCE AND CLASSIFICATION
Authors:   Khmelnytskyi National University, Asamoah Kyeremeh Joshua
Published: March 2022

In the article a role and value of marketing and his instruments are certain with the aim of providing of economic security of enterprise. On results what reached to the conclusion, that marketing activity of enterprise is one of functional constituents of economic security of enterprise, that can positively on her influence through implementation in practical activity of corresponding marketing instruments. The structural elements of economic security of enterprise are analysed. The semantic filling of marketing constituent of economic security of enterprise that envisages the presence of next elements is outlined, in particular: subjects, aim of realization of marketing constituent of economic security of enterprise, mechanism of realization and objects. Authorial determination over of category is brought “marketing instruments” that will be used with the aim of providing of economic security of enterprise. The necessity of realization of classification of marketing instruments актуалізовано and classification signs are offered and systematized corresponding marketing instruments in accordance with each of them. The brought classification over allows complex to overcome різновекторність of marketing activity of enterprise and her influence on economic security. The basic tasks of instruments to marketing are certain in the context of providing of economic security of enterprise. Attention is accented on changes, that took place in the field of marketing as a result of the transformation of marketing environment, caused by distribution of Covid – 19. In particular, it is marked that by the most popular and effective instruments of marketing, that are used in the modern terms of menage there are internet-marketing instruments that provide for forming the newest on-line marketing environments.
THE INFLUENCE OF GLOBAL MARKETING TRENDS ON THE UPDATE OF MEDICAL MARKETING TOOLS
Authors:   Yuri Fedkovych Chernivtsi National University, Budnikevych IRYNA , Kolomytseva Olena ,   Cherkasy State Technological University, Shpayuk Oleksandr ,   Yuri Fedkovych Chernivtsi National University
Published: March 2022

The article examines the impact of global marketing trends on the updating of medical marketing tools that are becoming more customer-oriented, patient-centered, personalized, service, digitalized, partner and socially oriented. The impact of the COVID-19 pandemic on the activities of health care providers, investors and consumers is considered. It is noted that new marketing technologies and tools, innovation of medical processes, active digitalization, global automation of customer service and medical services, changing priorities from “disease medicine” to “health medicine” distinguish modern marketing in the medical field. It is emphasized that today the world’s venture investments are actively directed to digital medicine – Digital Health. Among the global marketing trends are: telemedicine, voice search, chatbots and messengers; content marketing and interactive content; data-based marketing and management; mobile marketing and mobile devices; “Uberization of consumption”, innovative marketing campaigns, portals and aggregators; working with feedback and reputation management; testing and screening; outsourcing, consolidation, mergers and acquisitions; development of new market niches, “retailization” of medicine and others. The digitalization of medical marketing has strongly covered both the medical market in general and the laboratory segment in particular, offering a large number of tools, services, platforms, projects, moving towards the creation of multifunctional platforms and marketplaces. It is concluded that the market of medical services is transformed under the influence of global, national and regional factors, its participants reorient the provision of medical and social services to create values, increase efficiency, optimize production and marketing costs, improve logistics, develop medical and laboratory retail, methods, tools and technologies of marketing, improve the service component, are actively involved in the digitalization of marketing tools and digitization of medical and laboratory processes. It is noted that it is necessary to develop special tools for rapid audit of medical institutions on the main queries in Google, ranking market players on the criteria of accuracy, comfort, safety, expertise, establishing stable online communications with patients, choosing the most relevant health insurance program, etc.
APPLICATION OF HR-MARKETING TOOLS IN ASSESSMENT OF FACTORS OF QUALITY OF WORKING LIFE
Authors: ТELNOV Anatoliy , RESHMIDILOVA Svitlana ,   Khmelnytskyi National University
Published: March 2022

The purpose of the article is to substantiate the tools of HR-marketing in assessing the factors of quality of working life. The article substantiates the need to use HR-marketing tools in assessing the factors of quality of working life at the enterprise. The quality of working life as a degree of satisfaction of personal needs and interests of employees through work in the enterprise, an indicator of well-being, free realization of intellectual and creative potential of the individual is the object of study of HR-marketing. The analysis of modern trends in the development of HR-processes is carried out. One of the areas of HR-marketing at the company is the periodic assessment of factors that shape the quality of working life. Its purpose is to identify factors that have a positive or negative impact on employee performance. According to the results of the survey of employees on satisfaction with various factors of quality of working life, those of them are identified that have a positive (negative) impact on employees and the results of their work. The results of the expert assessment showed the following hierarchy of factors of quality of working life: material incentives, favorable psychological climate in the team, training and professional development, provision of information and communication networks and digital technologies of the workplace, favorable working conditions, social security. An integrated indicator of satisfaction with the quality of working life indicates a fairly high level of employee satisfaction with factors of quality of working life. According to the results of the study, measures are proposed to improve the quality of working life and employee satisfaction with the social and labor sphere of the enterprise.
FINANCIAL INNOVATIONS AS AN ELEMENT OF THE FINANCIAL SYSTEM
Authors:   Precarpathian Vasyl Stefanyk National University, Blahun Semen
Published: March 2022

The financial sector, which is an important part of the country’s economy, needs changes that will allow it to properly perform its tasks for a long time to come. Innovation and competitiveness should characterize both the financial sector as a whole and individual enterprises and institutions within it. Therefore, the question of the general impact of innovation on growth processes in a competitive economy, the division of innovation into products and processes of the linear sector, the dependence of this component on technical and organizational steps taking place throughout the economy. Thus, a number of applied studies have given rise to a new economic theory, which due to the spread will have a significant impact on the functioning of the monetary system and macroeconomic policy. In addition, financial innovation is an important element that causes a modification of the form of financial systems, and hence the conditions and potential for the functioning of financial and real actors. They affect, in particular, the general opportunities for economic development of the country, the cost of financing the activities of entities, types and amounts of economic risk that arise in socio-economic systems. The consequences can be both positive and negative, which obviously leads to discussions about the reaction of market regulators to the fact of the above and its application. The article analyzes the impact of innovations on growth processes in the economy. The author structured innovations of products and processes, investigated the consequences of such a classification for the linear sector of the economy. The impact of international agreements (Basel 1, Basel 2, Basel 3) on the security of the banking system was shown in the article. The banking of the payment system, as well as the impact of ATMs and Internet transactions on banking activities were considered in the article. Financial innovations reflect every change in existing financial products, changes in a number of financial intermediaries, their types and business models, transformations in financial markets and in the relationship between entities. The basic component of such modifications is regulatory and supervisory systems, which ensure their functioning. Despite computerization, the essence of modern banking has not been changed for many years. However, it is hard to deny that information technology has evolved significantly in recent decades. Information technology and automation have changed the methods of organization of production, design, research, medical research, administration in almost every sphere of life. In addition, information and telecommunication technologies (ITT) have created a new section of technologies for the modern use of GPT, which, of course, affect the situation in the financial sector.
PROMOTION OF AN INNOVATIVE FOOD PRODUCT: ASPECTS OF THE TARGET MARKET
Authors: Savytska Nataliia , Olinichenko Kateryna , Priadko Olha ,   State Biotechnological University
Published: March 2022

The article presents the results of the analysis of market development in dynamics: the main trends in the market, factors of influence, development problems are identified. Analyzing, systematizing and summarizing the scientific works of many scientists, theoretical and applied aspects of marketing innovations, researches on the formation of consumer properties of food products have been considered. The markets of meat and meat products, sausages of Ukraine are analyzed. The main features of these markets, development trends and main drivers are identified. The peculiarities of consumer behavior in the market are studied, the main consumer tendencies are determined. In order to identify potential demand for innovative products, a marketing study was conducted, namely a survey of potential consumers using online technologies on the Google Forms platform and developed recommendations for the introduction of products on the market. In order to study the consumer market in Kharkiv, a questionnaire was developed, which consisted of interrelated, posed in a logical sequence of questions. The sample consisted of 300 respondents. The motives and criteria for choosing products of consumers of sausages of Ukraine are singled out. Criteria for consumer segmentation in the sausage market are proposed. The factors of supply and demand in the market of sausage products of Ukraine are determined. The competitive environment on the market is analyzed, the list of the most important producers of sausages of Ukraine is formed. Marketing tools for launching a new product based on the results of research of competitors and potential consumers have been developed, which contributes to the development of a successful concept of a new product in accordance with market needs and market conditions. The profile of the target audience and means of promotion of cooked sausage enriched with calcium on the market have been developed. According to the results of the study, conclusions were drawn, the investment attractiveness of the industry was studied.
PROSPECTS FOR THE DEVELOPMENT OF PRODUCERS IN THE MARKET OF FRUITS AND BERRIES OF UKRAINE
Authors: KRYKAVSKYY JEVHEN , KUZO NATALIIA , KOSAR NATALIIA , CHERKES ROMAN ,   Lviv Polytechnic National University
Published: March 2022

The conducted study of the fruit and berries market of Ukraine shows significant opportunities for the further development of their producers both in the domestic and foreign markets. This is because the demand for them is growing and Ukraine is characterized by favorable location and favorable natural and climatic conditions. The development of this market is negatively affected by the short shelf life of fruits and berries in fresh form, as a result of which a significant part of them are exported in processed and frozen form. Ukrainian enterprises have significant opportunities for the supply of berries in the form of dried products, taking into account the existing EU standards for these products, the prices of which on the world market are quite high. To ensure the proper quality of fresh fruits and berries, their proper storage and transportation should be organized, the functioning of the “cold” chain in the form of “manufacturer – transport – warehouses – transport – the final retail network of trade.” Organic berries today are a fashionable and sought-after niche product. Ukrainian manufacturers have great opportunities to supply these products to the foreign market. The data of secondary marketing information indicates that Ukraine ranks 11th among all European countries in terms of the total area of land that is certified as organic. Organic land accounts for less than 1% of all agricultural land in Ukraine, which determines Ukraine’s significant potential in this area. However, the entry of domestic producers into the world market of fruits and berries requires obtaining certificates under international standards, which requires additional funds and efforts from them. The built trend models show that raspberry and blackberry and gouge berry crops are promising for cultivation by farms and the population in Ukraine. Due to the existing climatic conditions, berry crops can be grown throughout Ukraine. Most of them are grown and harvested in such regions as Zhytomyr, Kyiv, and Donetsk. New opportunities under quarantine restrictions for domestic producers of fruits and berries to find new consumers and markets opens online promotion (through participation in world exhibitions, website development in several languages, social media presence, etc.) and online sales.
CONSEQUENCES OF THE CROWN CRISIS’ INFLUENCE ON ENTREPRENEURSHIP IN UKRAINE
Authors: Savchenko Olena , Netreba Angelina ,   Khmelnytskyi National University
Published: March 2022

Entrepreneurship development is considered one of the most important tasks for economy of every country. Challenges of the external environment create additional obstacles. We can say that makes impossible the development of entrepreneurship of Ukraine. Ukraine’s economy, inherited from the USSR, still remains monopolized. Entrepreneurship occupies an insignificant place in its structure. While in Europe small and medium-sized businesses play an important role in socio-economic development, the number of people employed in small businesses in Europe is about 90%. Small and medium-sized enterprises usually generate at least 50-70% of GDP. The Ukrainian economy is far from this indicator, as we have determined. The complexity of the situation is exacerbated by the fact that today businesses is faced with many additional problems and difficulties. The number of business entities in 2018-2020 significantly decreased as a result of the lockdowns, reduction of effective demand, etc. Which areas of entrepreneurship suffered the most – was described in the article. The study of small business activities in the context of the COVID-19 pandemic identified the following risks: closure; liquidity deficit; large-scale reduction and narrowing of the structure of consumer demand; breaking the chains of value added and supply; loss of the domestic market; Uncertainty in foreign markets, especially regarding post-quarantine volumes, terms and opportunities for export recovery As we believe, all the possible potential for business development in Ukraine is far from exhausted. The main stimulus for the development of entrepreneurship in Ukraine is state support. And only when the state pays attention to the problems of domestic entrepreneurship and provides its support, we can say that entrepreneurship in Ukraine is developing and bearing profits.
MODERN TECHNOLOGIES OF MOBILE MARKETING
Authors:   Lviv State University of Physical Culture of Ivana Boberskogo, Ivanova Liliya , Vovchanska Olha ,   Lviv University of Trade and Economics
Published: March 2022

The article studies the main technologies and trends of mobile marketing, including the spread of chatbots; social media and mobile commerce; targeting; voice search; analytics based on artificial intelligence. According to marketing research, it is estimated that almost 40% of Internet users in the world prefer to interact with chatbots. The more companies and consumers use chatbots, the greater is the demand for better chatbot designs, which makes it easier for companies to implement them in their business. As customers spend more and more time on their mobile devices and often choose social networks, the trend of mobile commerce towards social media commerce is quite logical, allowing you to buy goods/services directly on social networks. Using targeting in the companies’ marketing activities will allow all internet users to select the target audience according to certain criteria and promote relevant products/ services. Sending them special offers in the place and at the time when they are most relevant, will increase sales, customer loyalty and brand awareness. Marketing managers use targeting to reach their target audience based on their current location to show ads in real time. Marketing research shows that voice search on mobile devices today is used by 27% of the global audience, 51% use voice search to find information about the product they are interested in. It is predicted that voice search marketing will continue to be relevant and in demand. Artificial intelligence has become an advanced technology of mobile marketing allowing to analyse consumer behavior and search algorithms, social media and blogs. AI helps companies determine how consumers find goods and services, provides target audience recommendations on products/services, communicates with consumers, creates content, reduces staff costs. For large manufacturers artificial intelligence has become an important mean of maintaining and expanding the customer base. Marketing automation increases search efficiency, helps to determine the success of marketing campaigns, allowing you to target the audience in a quicker and more efficient manner, as well as offer interesting content, reduce costs, save time. Authors emphasized that mobile devices are now the main omnichannel marketing tool, and the effective use of mobile marketing instruments by companies will allow them to adjust marketing activities quickly.
MECHANISMS FOR REGULATING ECOLOGICAL PROBLEMS IN AGRIBUSINESS (THE CASE OF GEORGIA)
Authors: KADAGISHVILI L. , BEZHITASHVILI N. ,   Iv. Javakhishvili Tbilisi State University, Georgia
Published: March 2022

Natural resources are a national treasure which forms the material basis for the development of the country. Rational and complex use of these resources determines economic self-sufficiency of the country and raising the economic well-being of its population. A significant part of the progressive-minded people around the world agree that due to the impact of economic activities on the environment, the excessive and often irrational use of natural resources in the contemporary world, the present society faces with numerous local and global problems in terms of environmental pollution, which have become even more acute in recent years. Disturbance of the natural balance of the environment is closely connected to the intensification of agricultural activities. No other field of economic activity is so much related to the use of natural resources as agriculture. With the purpose to meet the needs of the society, agribusiness uses the resources that are available in nature and impacts the environment that results in a wider degradation of the latter. The scarcity of land, water and other types of resources is becoming more and more evident. The importance of normalization of the relationship between agribusiness and environment for maintaining ecological balance of the environment is increasing and this implies not the reduction of such activities, but a careful and saving attitude towards the environment. The protection of the environment and the rational use of natural resources along with the development of agriculture is an essential precondition for the sustainable development of our country. The present paper does not aim to fully assess the environmental problems caused by agribusiness. The paper assesses three important environmental problems – soil degradation, threats due to plant and animal waste, and threats from mineral fertilizers and chemicals. In addition, mechanisms for regulating these problems are provided.
COMPARATIVE ANALYSIS OF THE ECONOMIC POTENTIAL OF THE REGIONS OF UKRAINE
Authors:   Precarpatian Vasyl Stefanyk National University, Gryniv Volodymyr
Published: March 2022

A feature that characterizes modern conditions of development is a clear diversification of economic potential of individual regions. Analysis of the level of economic development of the regions of Ukraine shows significant differences between them. Regional tensions, exacerbation of spatial problems, exacerbated by the instability of market transformations in various fields of activity, cause inconsistencies and differences in the scale and stages of transformation processes, significant regional differentiation of socio-economic development. The nature of economic development, which has a significant territorial differentiation, is reflected and causes social inequality, which is manifested in social relations to meet the living needs of people, creating normal living conditions. Of particular importance are the regional aspects of the strategy of socio-economic growth of the state. In this context, the issues of economic development of oblasts based on structural changes of sectoral, spatial and functional systems, restoration and strengthening of effective cooperation between oblasts, reduction of interregional disparities, rational use of economic potential of each region are especially relevant. For this reason, this study, based on theoretical considerations on the conditions of regional development, presents the results and conclusions of studies conducted among the regions of Ukraine, aimed at determining their economic potential and the causes of disparities in this area.
CLASSIFICATION OF ADVERTISING AND ITS PRACTICAL SIGNIFICANCE IN INCREASING EFFICIENCY OF THE MANAGEMENT OF CONSUMERS BEHAVIOR
Authors:   Vinnytsia Cooperative Institute, LIUDMYLA DYBCHUK , HOLOVCHUK YULIIA , PCHELIANSKA GALYNA ,   Vinnytsa Institute of Trade and Economics of  KNTEU
Published: March 2022

In the context of economic transformation, there has been great interest in the problems of managing consumer behavior through advertising. The article considers the essence of advertising in terms of development of social and economic space, which is aimed at improving the sphere of business and information activities, as well as the protection of social values. The classification of advertising by target audience, coverage area, means of transmission, functions and goals is proposed, as these criteria allow to some extent to cover and outline the impact of advertising on society as a whole, its sphere of activity and each of its representatives individually. There are eight basic types of advertising, each of which has its own specifics and can be used depending on the goals of the business structure. It is noted that the effective factors that have proven their effectiveness in the system of means of influencing consumer behavior are advertising. The authors pay special attention to the fact that a significant advantage and information resource of the enterprise is effective advertising. It is also noted that the main engine of sales today is the Internet, namely – advertising on the Internet (a form of impersonal presentation of information about goods or services on the Internet). The purposes and types of Internet advertising are described. It is determined that the advertising campaign is one of the tools of the strategic plan of the enterprise, as a result of which the use of advertising in the management of all activities of the enterprise is an important and integral part of the enterprise management system as a whole. Methods and ways of planning an advertising campaign are described. It is noted that the effectiveness of advertising or advertising campaign in general is characterized by the ratio of results (effect) of a particular advertising campaign and the cost of its implementation. Criteria for the effectiveness of advertising will be considered its objectivity and specificity, truthfulness and ethics, the availability of the necessary information, the correctness of the evidence presented in favor of the object, as well as the direction of the addressee.
FEATURES OUTPUT FIRMS IN INTERNATIONAL MARKETS
Authors: ZAKRYZHEVSKA Iryna , Polozova Valentyna ,   Khmelnytskyi National University
Published: March 2022

The article considers the main components of the company’s entry into the foreign market, important aspects of foreign economic activity of firms: the main motives and strategies of enterprises, as well as barriers that prevent enterprises from entering the international arena. The company’s entry into foreign markets, where fierce competition prevails, is possible only with the use of modern management methods and modern methods of market penetration. The international market is extremely capacious, which creates significant prospects for enterprises, but at the same time makes additional demands on management. Enterprise policy requires a specific approach to maintaining the competitiveness of products and firms directly, both in quantitative and qualitative terms and more careful adherence to the principles and methods of marketing. In the context of globalization, foreign economic activity is a major component of the evolutionary development of the enterprise. For a long time, the economic literature has held the view that globalization is one of the strategies of enterprises aimed at conquering foreign markets. As for Ukrainian enterprises, unfortunately, in most cases, at the beginning of foreign economic activity, strategic management methods were rarely used. The main motivating motive for entering foreign markets was curiosity. The primary goals, such as direct entry into international markets, have been achieved by enterprises. The question arises, what to do next? A number of Ukrainian enterprises already operating in foreign markets are facing the problem of either expanding their foreign economic activity or, conversely, reducing it. The answer to this question depends on what goals the company set for itself at the stage of entering its products on international markets, which strategy was chosen as the primary one. Before forming a strategy for the development of foreign economic activity and its implementation, it is necessary to evaluate the existing strategy. This is necessary because it is impossible to plan for the future without having a clear idea of the state of the organization and what strategies it implements.
STRATEGY FOR THE DEVELOPMENT OF GLOBAL MARKETING OF SERVICES
Authors: KHURDEI Viktoriia , DATSENKO Viktoriia ,   University of Customs and Finance
Published: March 2022

Globalization and the strengthening of the international conference require new approaches to the development of marketing services. The growth of the global services economy, as well as the growth in the volume of exports of services by Ukraine to the international market, confirms the need to develop a strategy for the development of global marketing of services, which determines the relevance of the research topic. The latest publications of Ukrainian and foreign scientists (such as S.E. Sardak, S.V. Kovalchuk, O.M. Kovinko, I.V. Lisovsky, L.O. Ivanova, B.B. Semak, Treityak M.V., T.M. Tsigankova, Brinker S., Enerson M., Mason R., Corbishley K.) are analyzed, who in their works highlight the main factors that affect the formation of the main trends and the development of global marketing of services. It has been found that global marketing of services is a philosophy, strategy and tactics of business, which is based on a comprehensive analysis and segmentation of the international market of services, the development of an optimal marketing complex (7P) aimed at meeting consumer expectations and harmonious balancing of the company’s interests in order to promote and implement services in the international market. The trends of global marketing of services are revealed: new technologies, digital environment, processes of deglobalization, innovations and marketing without marketing. The elements of the strategy for the development of global marketing of services are characterized: product, price, place, new markets, content, social networks, ways of interaction, digital technologies, professionalism of employees, automation of services, marketing budget, optimization of marketing strategy management, their features and possible measures for adapting the strategy for the development of global marketing of services in companies.
THE CONCEPT AND ESSENCE OF INVENTORIES IN THE LOGISTICS SYSTEM OF AN ENTERPRISE
Authors:   National Aviation University, Reznik Nadiia , Chornenka Liudmyla ,   National university of life and environmental science of Ukraine, TYRINOV Andriy ,   State Biotechnological University
Published: March 2022

This article describes the concepts: inventories, strategic inventories, the meaning and essence of inventory management system, the reasons for the creation of inventories. Inventories in one form or another are present along the entire length of the logistics chain, both in production and in circulation. The article summarizes the general characteristics of models and methods of inventory management. It is determined that, in general, inventories are a form of material flow, a crucial marketing tool and a strategic means of improving competitive positions in the commodity market. The main function of inventories is to ensure the continuity of the process of social reproduction. At all stages of the cycle of resources and products of labor, material (commodity) flows act as one or another inventory. It is substantiated that inventories occupy a special place in the property and dominant positions in the cost structure of enterprises in various fields in determining the results of economic activity of the enterprise and in covering information about its financial condition. It is noted that an important aspect is the need to create inventories in logistics systems and maintain inventory levels at such a level to ensure uninterrupted supply of all units with the necessary material resources, provided compliance with the cost-effectiveness of the entire process of material flow. The purpose of this article is to study the term “inventories” and the main features of the category of inventories based on an analysis of the approaches of various scientists to this question. In the logistics system of a manufacturing enterprise, one of the objects of management is the flow of inventory, which is presented in the form of inventories. Inventories began to be seen as a form of material flow that has its limits in time and space.
INFRASTRUCTURE OF DISTANCE WORK IN CONDITIONS OF CORONACRISIS
Authors:   VSP «Khmelnitsky trade and economic professional college of KNTEU», ZUB Mariya
Published: March 2022

The concept of remote work is considered in the article, its characteristic features are investigated. Situational, planned, fixed types and two types (type of employment and type of self-employment) of remote work are determined. The author’s definition of the terms “remote work” and “remote worker” is given. Emphasis is placed on the main problems of infrastructural support of remote work in the regions of Ukraine. The author emphasizes that the need for flexibility of remote work infrastructure, its foresight, innovation, adaptability to challenges, ability to mobilize the region’s resource potential in overcoming crises should motivate domestic officials to reconsider regional development priorities. The expediency of building a viable infrastructure for remote work in Ukraine, which could operate on different fronts simultaneously and synchronously, is substantiated. The author’s interpretation of the concept of “remote work infrastructure” as a system of regulatory, organizational, technical and informational components that help transform remote workers into active agents who are able to independently or with the help of the employer to create autonomous remote jobs anywhere and perform functional tasks , minimize costs, increase motivation and productivity. A conceptual model of the system of remote work infrastructure at the regional level is proposed. It is proved that the determinant of the functioning of effective remote work infrastructure is increasing the attractiveness of remote work in the regions of Ukraine, ensuring the continuity of enterprises, firms, institutions and organizations, increasing new decent remote jobs, expanding remote employment, dynamic living standards and improving health. creating equal employment opportunities for all citizens; reduction of costs of labor market participants, increase of labor productivity; reduction of regional asymmetries, strengthening of interregional cooperation, increase of digitalization and transformation of economic changes in the regions of Ukraine.
SYSTEMIC THINKING AS A PLATFORM FOR MODELING HOTEL AND RESTAURANT CORPORATIONS AS COMPLEX SYSTEMS
Authors: Mizjuk Bohdan , Barna Marta , Melnyk Iryna , Trut Olha ,   Lviv University of Trade and Economics
Published: March 2022

Modern challenges from the market necessitate an innovative search for the implementation of effective approaches, methods and technologies of effective business in such a complex socio-economic system as the hospitality industry. Achieving the set goals and obtaining the desired business results, carried out by corporate governance, require an appropriate methodological framework. Its creation requires deep knowledge, understanding of the circumstances and conditions of business, creative use of existing theoretical developments, organizational principles of management, search for effective technologies, use of communication and psychological skills. All of the above is a systematic thinking, which applies to managers of all levels of management, and all staff of the organization. The formation and application of systems thinking is an important means of creating an effective methodology for doing business with socio-economic systems in difficult conditions of a rapidly changing environment. This article presents theoretical theses that address ways to find approaches to the methodology of functioning of complex social systems. Since the structures that ensure the functioning of the hospitality sector are socio-economic, and their activities take place in difficult market conditions, which requires the ability to survive and compete, there is a need for methodological provisions to ensure effective operation. The beginnings of such provisions were developed in the generality of systems theory (JTS) in the twentieth century. Their content and significance remain relevant at this time, when there is an acceleration of change and conditions of doing business. In the field of hospitality, taking this into account requires a certain methodological basis for running a successful business. It is emphasized that the development of a sound methodology is related to the systematic thinking that should be possessed by those involved in the development and implementation of such a methodology. From the theoretical calculations of systems theory, the main provisions that form systems thinking are identified and briefly described. Further research should be aimed at a more detailed and specific disclosure of the four provisions set out in the article and their use in the formation of research methodology in the field of business of hotel and restaurant corporate structures.
METHOD OF AUDIT OF FIXED ASSETS AT MOTOR VEHICLE ENTERPRISES
Authors: MIKHLIAIEVA DARIA , BЕLOZERTSEV VASYL ,   Oles Honchar Dnipro National University
Published: March 2022

The article reveals the methodology of the audit at motor transport enterprises of Ukraine. One of the most important parts of the development of Ukraine’s productive forces is the transport industry, which provides production and circulation processes, transporting manufactured products to the month of its sale and consumption, as well as providing passenger transportation services. Today, almost every company, regardless of its economic activity, owns its own vehicles. But for trucking companies, cars are the main means of providing services. That is why the issue of effective use of motorsports, which is impossible without a quality audit, is quite relevant. Methods of auditing fixed assets at motor transport enterprises of Ukraine, as well as at other types of enterprises, defined by International Standards on Auditing. In accordance with ISA 200 «Purpose and Basic Principles of Auditing Financial Statements», the purpose of an audit of property, plant and equipment is for the auditor to express an independent professional opinion on the correctness of the entity’s financial statements. The article considers the main tasks of the audit of fixed assets in motor transport enterprises, as well as the main procedures used in the audit of fixed assets. The paper proves the importance and necessity of auditing the accounting of fixed assets at motor transport enterprises, because the effectiveness of their use affects the cost of motor transport services and as a consequence on the financial results of transport enterprises of Ukraine. The article also presents a test of internal control of fixed assets at the trucking company, which should be carried out at the preparatory stage of the audit of fixed assets and provide the auditor with the necessary information to develop an optimal audit program, taking into account the activities of the trucking company. In addition, the article provides samples of working documents of the auditor during the inspection of fixed assets at the trucking company.