Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.273361
Iryna Levchenko, Alina Danilenko
The purpose of the article is to determine the essence and features of Digital marketing as a promising direction of marketing to increase the profit of stores on the Internet. As a result of the analysis and generalization of the works of domestic and foreign scientists, the main features of this type of marketing and its subtypes (contextual advertising, banner advertising, native advertising, SEO promotion) were clarified. Peculiarities of its functioning and use for business promotion by various methods to achieve its main goal - profit have been studied. It has been established that regardless of the online sales industry and online stores of different sizes in Ukraine, there are common features of development and common areas of activity in the field of online marketing and website promotion. There is an emphasis on mobile devices, accurate tracking of site performance indicators, active development of video marketing and rapid growth in the impact of usage.
{"title":"IMPACT OF DIGITAL MARKETING ON DEVELOPMENT ONLINE SHOPS","authors":"Iryna Levchenko, Alina Danilenko","doi":"10.31499/2616-5236.1(23).2023.273361","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.273361","url":null,"abstract":"The purpose of the article is to determine the essence and features of Digital marketing as a promising direction of marketing to increase the profit of stores on the Internet. As a result of the analysis and generalization of the works of domestic and foreign scientists, the main features of this type of marketing and its subtypes (contextual advertising, banner advertising, native advertising, SEO promotion) were clarified. Peculiarities of its functioning and use for business promotion by various methods to achieve its main goal - profit have been studied. \u0000It has been established that regardless of the online sales industry and online stores of different sizes in Ukraine, there are common features of development and common areas of activity in the field of online marketing and website promotion. There is an emphasis on mobile devices, accurate tracking of site performance indicators, active development of video marketing and rapid growth in the impact of usage.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125700403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.265375
N. Bezrukova, V. Svichkar, Nina Hladun
The article analyzes the peculiarities of the development of the wine industry in different countries of the world and in Ukraine. The wine industry is one of the main budget-generating industries in many countries of the world. The leaders in grape cultivation are the following countries: Spain, France, China and Italy. The purpose of the study is to analyze the peculiarities of the development of the wine industry in the world and in Ukraine. The article uses such research methods as systematic, statistical, dialectical methods, as well as the method of induction and deduction. In recent years, the wine industry has changed dramatically. Lower tariffs, lower logistics costs, and lower barriers to international trade have enabled manufacturers to sell their products beyond a limited region and face competition from distant suppliers. The authors conducted a study of the global and national wine industry in the conditions of the pandemic. It was noted that COVID-19 had a significant impact on the development of the wine industry. Many factors are contributing to the decline in consumption of the world's best wines, including reduced tourism and the closure of some fine dining restaurants due to the pandemic. The characteristics of the leading enterprises of the wine industry of Ukraine are provided. The main factors that influence the production of wine are highlighted. In Ukraine, the Odesa, Kherson and Mykolaiv regions have the largest area of grape plantations. The largest producers are “Shabo”, “Odesavynprom”, “Koblevo”. The wine industry is a promising area of the Ukrainian economy development, an integral part of its foreign economic potential due to favorable natural and climatic conditions and the availability of high-quality labor and other resources. At the same time, the war of 2022 drastically affected winemaking in all corners of Ukraine. Some wineries are completely or partially destroyed, some are in the occupied territory, others live under the threat of shelling every day. Therefore, the main feature of the modern stage of winemaking enterprises is the increasing influence of the external environment on the efficiency of their activities. Recently, the wine market has been characterized by high growth rates, changes in state regulatory instruments, increased competition, etc. Effective development of winemaking is possible on the basis of a combination of the latest technological developments and organizational and economic conditions. The main direction of the wine industry development is: improving the use of available resources and climatic potential of the regions, expanding the logistics networks of enterprises, organizing and improving the varietal composition of plantations.
{"title":"FEATURES OF THE WINE INDUSTRY DEVELOPMENT: GLOBAL TRENDS AND DOMESTIC REALITIES","authors":"N. Bezrukova, V. Svichkar, Nina Hladun","doi":"10.31499/2616-5236.1(23).2023.265375","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.265375","url":null,"abstract":"The article analyzes the peculiarities of the development of the wine industry in different countries of the world and in Ukraine. The wine industry is one of the main budget-generating industries in many countries of the world. The leaders in grape cultivation are the following countries: Spain, France, China and Italy.\u0000The purpose of the study is to analyze the peculiarities of the development of the wine industry in the world and in Ukraine.\u0000The article uses such research methods as systematic, statistical, dialectical methods, as well as the method of induction and deduction.\u0000In recent years, the wine industry has changed dramatically. Lower tariffs, lower logistics costs, and lower barriers to international trade have enabled manufacturers to sell their products beyond a limited region and face competition from distant suppliers.\u0000The authors conducted a study of the global and national wine industry in the conditions of the pandemic. It was noted that COVID-19 had a significant impact on the development of the wine industry. Many factors are contributing to the decline in consumption of the world's best wines, including reduced tourism and the closure of some fine dining restaurants due to the pandemic.\u0000The characteristics of the leading enterprises of the wine industry of Ukraine are provided. The main factors that influence the production of wine are highlighted. In Ukraine, the Odesa, Kherson and Mykolaiv regions have the largest area of grape plantations. The largest producers are “Shabo”, “Odesavynprom”, “Koblevo”. The wine industry is a promising area of the Ukrainian economy development, an integral part of its foreign economic potential due to favorable natural and climatic conditions and the availability of high-quality labor and other resources.\u0000At the same time, the war of 2022 drastically affected winemaking in all corners of Ukraine. Some wineries are completely or partially destroyed, some are in the occupied territory, others live under the threat of shelling every day.\u0000Therefore, the main feature of the modern stage of winemaking enterprises is the increasing influence of the external environment on the efficiency of their activities. Recently, the wine market has been characterized by high growth rates, changes in state regulatory instruments, increased competition, etc. Effective development of winemaking is possible on the basis of a combination of the latest technological developments and organizational and economic conditions. The main direction of the wine industry development is: improving the use of available resources and climatic potential of the regions, expanding the logistics networks of enterprises, organizing and improving the varietal composition of plantations.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124387422","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.273652
I. Verkhovod
The article examines the influence of the development of the social sphere in improving the well-being of every individual in society. It was determined that a simplified understanding of the development of the social sphere is based on investments in people and the formation of powerful human potential. These factors have been identified as contributing to community economic prosperity and include youth programs and services, post-secondary education, job creation, promoting healthy, active lifestyles, and safe and secure communities. It has been found that social development uses and/or changes the processes of social institutions and systems through policies and programs to strengthen the capabilities and capacities of individuals, families and communities, which is envisaged by the concept of social capital. It was determined that for Ukraine the social sphere occupies an important place in the socio-economic system of the country today. Three approaches to defining the concept of the social sphere are presented, namely: procedural, substantive and institutional. It was determined that economic growth and social development are closely related, because the economic growth of a country directly affects the ability of the government to improve the social development of its citizens. At the same time, social development should improve in parallel with the improvement of the country's financial capabilities. The article also conducts a study of Ukraine's place in the World Good Country Index and the ranking of countries by the level of happiness of the population. An analysis of the dynamics of the Gini Index of Ukraine was conducted, which indicates a high level of equality and a decrease in inequality in Ukraine. The analysis of GDP per capita made it possible to verify the existence of prerequisites for the social development of Ukraine. The dynamics of the Human Development Index were analyzed. Therefore, according to this indicator, Ukraine is a country with a high level of development compared to other countries. The conducted research made it possible to find out that the social development of Ukraine has positive and negative factors that determine the vectors of further growth. Among the positive ones, the following are highlighted: implementation of European norms and standards of social policy; formation of trends for the development of intellectual and personnel and educational and innovative potential of the social sphere; increasing the quality and efficiency of educational and research activities, increasing the level of intellectualization of the economy and the social sphere; development of social standards in the field of social and labor relations; development of family medicine, development of physical culture and sports facilities; digitization of the social sphere. And among the negative ones, the following were noted: a decrease in the number and deterioration of the quality of institutional support for the functioning of t
这篇文章考察了社会领域的发展对改善社会中每个人的福祉的影响。会议确定，对社会领域发展的简化理解是以对人的投资和形成强大的人的潜力为基础的。这些因素已被确定为促进社区经济繁荣，包括青年方案和服务、高等教育、创造就业机会、促进健康、积极的生活方式以及安全可靠的社区。人们已经发现，社会发展通过政策和计划利用和/或改变社会机构和系统的过程，以加强个人、家庭和社区的能力和能力，这是社会资本概念所设想的。会议确定，对乌克兰来说，社会领域在今天该国的社会经济制度中占有重要地位。提出了界定社会领域概念的三种方法，即:程序、实质和体制。确定经济增长和社会发展是密切相关的，因为一个国家的经济增长直接影响到政府改善其公民社会发展的能力。与此同时，社会发展应与国家财政能力的提高同时得到改善。文章还研究了乌克兰在世界好国家指数(World Good Country Index)中的位置，以及各国在人口幸福水平方面的排名。对乌克兰基尼指数的动态分析表明，乌克兰的平等程度很高，不平等程度有所下降。对人均国内生产总值的分析使人们能够核实乌克兰社会发展的先决条件的存在。分析了人类发展指数的动态变化。因此，根据这一指标，与其他国家相比，乌克兰是一个发展水平较高的国家。所进行的研究使人们能够发现，乌克兰的社会发展既有积极因素，也有消极因素，这些因素决定着进一步增长的方向。在积极的方面，突出表现为:执行欧洲的社会政策规范和标准;形成智力和人才发展趋势以及社会领域的教育和创新潜力;提高教育和科研活动的质量和效率，提高经济和社会领域的智能化水平;制定社会和劳动关系领域的社会标准;发展家庭医学，发展体育运动设施;社会领域的数字化。在消极因素中，人们注意到以下几点:对社会领域运作的体制支助的数量减少和质量恶化;社会、住房和社区领域机构的物质、技术和技术基础进一步下降;欧洲一体化条件下社会服务和社会保障成本的增加;形势与全球疾病的复杂性;住房投放量减少;生态环境恶化;俄乌战争及其后果。据确定，乌克兰目前正在积极实施社会领域转型的数字战略。结论是，乌克兰拥有强大的社会资本，社会倡议对乌克兰的经济复苏和克服战争的社会成本具有巨大的潜力。社会经济具备成为整个国家经济复苏的基础的一切先决条件。
{"title":"SOCIAL SPHERE AS AN ECONOMIC CATEGORY AND BASIS SOCIAL DEVELOPMENT","authors":"I. Verkhovod","doi":"10.31499/2616-5236.1(23).2023.273652","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.273652","url":null,"abstract":"The article examines the influence of the development of the social sphere in improving the well-being of every individual in society. It was determined that a simplified understanding of the development of the social sphere is based on investments in people and the formation of powerful human potential. These factors have been identified as contributing to community economic prosperity and include youth programs and services, post-secondary education, job creation, promoting healthy, active lifestyles, and safe and secure communities. It has been found that social development uses and/or changes the processes of social institutions and systems through policies and programs to strengthen the capabilities and capacities of individuals, families and communities, which is envisaged by the concept of social capital. It was determined that for Ukraine the social sphere occupies an important place in the socio-economic system of the country today. Three approaches to defining the concept of the social sphere are presented, namely: procedural, substantive and institutional. It was determined that economic growth and social development are closely related, because the economic growth of a country directly affects the ability of the government to improve the social development of its citizens. At the same time, social development should improve in parallel with the improvement of the country's financial capabilities. The article also conducts a study of Ukraine's place in the World Good Country Index and the ranking of countries by the level of happiness of the population. An analysis of the dynamics of the Gini Index of Ukraine was conducted, which indicates a high level of equality and a decrease in inequality in Ukraine. The analysis of GDP per capita made it possible to verify the existence of prerequisites for the social development of Ukraine. The dynamics of the Human Development Index were analyzed. Therefore, according to this indicator, Ukraine is a country with a high level of development compared to other countries. The conducted research made it possible to find out that the social development of Ukraine has positive and negative factors that determine the vectors of further growth. Among the positive ones, the following are highlighted: implementation of European norms and standards of social policy; formation of trends for the development of intellectual and personnel and educational and innovative potential of the social sphere; increasing the quality and efficiency of educational and research activities, increasing the level of intellectualization of the economy and the social sphere; development of social standards in the field of social and labor relations; development of family medicine, development of physical culture and sports facilities; digitization of the social sphere. And among the negative ones, the following were noted: a decrease in the number and deterioration of the quality of institutional support for the functioning of t","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133696564","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.276903
Maksym Slatvinskyi, S. Tsymbal-Slatvinska
The article focuses on the generalization of the practical experience of implementing of internal and external strategies for higher education quality in European integration context, the development of screening monitoring components to assure effective management in strategic planning of higher education adaptation processes. The article focuses on the importance of European integration processes in the modernization of the higher education quality management system through the implementation of European standards of competitive professional`s training. Furthermore, higher education quality management is the basis for reformatting higher education institutions into competitive educational and scientific centers with powerful personnel potential, modernized material and technical basis, scientific research at high level, involved in the international educational and scientific community. Essentially it is scientists’ conformity in ensuring the higher education quality management model – management via the system of monitoring screenings, focus on the consumer of educational services over demand on the labor market and standardized systems for assessing the higher education institution's activities, clear performance analysis criteria, a systematic approach to achieve given goals and objectives. It is proved that the application of screening monitoring in internal and external strategies for assuring the higher education quality will identify the difficulties and prospects for the educational institution development, will be a prerequisite for improving the educational services quality; will contribute to the predictability of the transformation processes of the educational institution with a focus on the qualitative implementation of educational programs in accordance with European standards of competitive professional`s training.
{"title":"HIGHER EDUCATION QUALITY MANAGEMENT IN EUROPEAN INTEGRATION CONTEXT","authors":"Maksym Slatvinskyi, S. Tsymbal-Slatvinska","doi":"10.31499/2616-5236.1(23).2023.276903","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.276903","url":null,"abstract":"The article focuses on the generalization of the practical experience of implementing of internal and external strategies for higher education quality in European integration context, the development of screening monitoring components to assure effective management in strategic planning of higher education adaptation processes. \u0000The article focuses on the importance of European integration processes in the modernization of the higher education quality management system through the implementation of European standards of competitive professional`s training. Furthermore, higher education quality management is the basis for reformatting higher education institutions into competitive educational and scientific centers with powerful personnel potential, modernized material and technical basis, scientific research at high level, involved in the international educational and scientific community. \u0000Essentially it is scientists’ conformity in ensuring the higher education quality management model – management via the system of monitoring screenings, focus on the consumer of educational services over demand on the labor market and standardized systems for assessing the higher education institution's activities, clear performance analysis criteria, a systematic approach to achieve given goals and objectives. \u0000It is proved that the application of screening monitoring in internal and external strategies for assuring the higher education quality will identify the difficulties and prospects for the educational institution development, will be a prerequisite for improving the educational services quality; will contribute to the predictability of the transformation processes of the educational institution with a focus on the qualitative implementation of educational programs in accordance with European standards of competitive professional`s training.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133287617","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.270796
O. Semenda
An important concept in the operation of logistics transport systems is logistics customer service. This concept is based on the overall scope of the supply chain. Traditionally, it has been difficult for supply chain components to define their role in the overall customer service provided to end users. However, there is a growing trend towards greater awareness of their role not only in relation to trading partners but also to the end customer. The logistics industry is responsible for the transportation and storage of goods. Improving customer service in the logistics industry can have many benefits. Better customer service can lead to higher levels of satisfaction, repeat business and recommendations. It can also lead to increased efficiency and lower costs. A well-run logistics operation depends on satisfied customers. When customers are satisfied with the service, they are more likely to use the same company again and recommend it to others. Improving customer service can also lead to increased efficiency and lower costs. By optimizing service operations, logistics companies can increase profitability by providing excellent service. Logistics customer service is an important part of the logistics industry. Customers entrust their shipments to a logistics service and expect to receive excellent service. Quality customer service is seen as a way to create loyal customers and keep them coming back, so this issue is relevant for logistics business. The article defines the process of customer service in logistics, describes the stages of logistics service. The importance of improving customer service in the field of logistics is analyzed and tips for its improvement are given. Problems in logistics customer service are identified and ways to determine customer service satisfaction are proposed. The benefits of improving customer service and ways to create a positive customer experience are described. Customer service is extremely important in the world of logistics because of the highly synchronized and detailed planning and execution that is required to operate on a global scale. Improving customer service in the logistics industry can have many benefits. There are many reasons to focus on customer service, from increasing customer satisfaction to reducing costs. By following the developed tips, it is possible to improve the quality of service in the logistics business and ensure the company's competitiveness.
{"title":"CONCEPT OF CUSTOMER SERVICE IN THE LOGISTICS INDUSTRY: ADVANTAGES, PROBLEMS AND SOLUTIONS","authors":"O. Semenda","doi":"10.31499/2616-5236.1(23).2023.270796","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.270796","url":null,"abstract":"An important concept in the operation of logistics transport systems is logistics customer service. This concept is based on the overall scope of the supply chain. Traditionally, it has been difficult for supply chain components to define their role in the overall customer service provided to end users. However, there is a growing trend towards greater awareness of their role not only in relation to trading partners but also to the end customer. \u0000The logistics industry is responsible for the transportation and storage of goods. Improving customer service in the logistics industry can have many benefits. Better customer service can lead to higher levels of satisfaction, repeat business and recommendations. It can also lead to increased efficiency and lower costs. A well-run logistics operation depends on satisfied customers. When customers are satisfied with the service, they are more likely to use the same company again and recommend it to others. Improving customer service can also lead to increased efficiency and lower costs. By optimizing service operations, logistics companies can increase profitability by providing excellent service.\u0000Logistics customer service is an important part of the logistics industry. Customers entrust their shipments to a logistics service and expect to receive excellent service. Quality customer service is seen as a way to create loyal customers and keep them coming back, so this issue is relevant for logistics business. \u0000The article defines the process of customer service in logistics, describes the stages of logistics service. The importance of improving customer service in the field of logistics is analyzed and tips for its improvement are given. Problems in logistics customer service are identified and ways to determine customer service satisfaction are proposed. The benefits of improving customer service and ways to create a positive customer experience are described.\u0000Customer service is extremely important in the world of logistics because of the highly synchronized and detailed planning and execution that is required to operate on a global scale. Improving customer service in the logistics industry can have many benefits. There are many reasons to focus on customer service, from increasing customer satisfaction to reducing costs. By following the developed tips, it is possible to improve the quality of service in the logistics business and ensure the company's competitiveness.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116602315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.272720
V. Khurdei, V. Datsenko, T. Dronova, D. Mishchenko, I. Pavlovska
The article is dedicated to the follow-up of the marketing approach to the formation of the company's brand strategy. The method of statistics is the development of theoretical provisions for marketing technology branding and the formation of a marketing strategy for managing a company's brand. It is clear to understand the «brand» behind the marketing approach with the guidance of the tlumachs of different authors. It has been seen that the trademark has been influencing the minds of different price segments, the role and importance of naming and the logo. Within the framework of the article, we have seen the marketing technology of branding, which is designed to allow the company to gain new competitive advantages. Introduced brand shaping technology as part of the market strategy of acceptance and brand valuation method. The article presents a score rating of the 100 most expensive brands in the world and a score rating of the 100 most expensive national brands. It is recommended to look at the value of the product before managing the company's brand. The marketing technology of branding has been examined, which is designed to allow the company to gain new competitive advantages. The novelty of taking away the results lies in the fact that the article has brought, that for the modern minds of brand portfolio management can be considered on the basis of a price approach. Under the hour of managing a portfolio of brands with a method of yogo optimization, the company can serve two antagonistic criteria: maximizing the value and maximizing the profit of the company. Optimization of the brand portfolio can be based on the guidance criteria based on the principle of synergy, if brandy combines mutual strength of competitive advantages one by one, it maximizes the brand capital and increases the efficiency of winning the company's capital. The results of this article show the importance of shaping a marketing strategy for a company's brand in our time and new competitive advantages that a company can achieve.
{"title":"FORMULATION OF A MARKETING STRATEGY FOR COMPANY BRAND MANAGEMENT","authors":"V. Khurdei, V. Datsenko, T. Dronova, D. Mishchenko, I. Pavlovska","doi":"10.31499/2616-5236.1(23).2023.272720","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.272720","url":null,"abstract":"The article is dedicated to the follow-up of the marketing approach to the formation of the company's brand strategy. The method of statistics is the development of theoretical provisions for marketing technology branding and the formation of a marketing strategy for managing a company's brand. \u0000It is clear to understand the «brand» behind the marketing approach with the guidance of the tlumachs of different authors. It has been seen that the trademark has been influencing the minds of different price segments, the role and importance of naming and the logo. Within the framework of the article, we have seen the marketing technology of branding, which is designed to allow the company to gain new competitive advantages. Introduced brand shaping technology as part of the market strategy of acceptance and brand valuation method. The article presents a score rating of the 100 most expensive brands in the world and a score rating of the 100 most expensive national brands. It is recommended to look at the value of the product before managing the company's brand. The marketing technology of branding has been examined, which is designed to allow the company to gain new competitive advantages. \u0000The novelty of taking away the results lies in the fact that the article has brought, that for the modern minds of brand portfolio management can be considered on the basis of a price approach. Under the hour of managing a portfolio of brands with a method of yogo optimization, the company can serve two antagonistic criteria: maximizing the value and maximizing the profit of the company. Optimization of the brand portfolio can be based on the guidance criteria based on the principle of synergy, if brandy combines mutual strength of competitive advantages one by one, it maximizes the brand capital and increases the efficiency of winning the company's capital. \u0000The results of this article show the importance of shaping a marketing strategy for a company's brand in our time and new competitive advantages that a company can achieve.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115548245","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.274304
G. Kulish, V. Chepka, Julia Gavrilenko
The purpose of the study is a critical review of methodological approaches to assessing the financial condition of enterprises and substantiating on their basis the advantages and disadvantages of modern methods of assessing the financial condition of companies. The article proves that in the conditions of the deterioration of the economic situation in Ukraine as a result of military operations, it is increasingly important not only to establish the effective functioning of economic activities of all business entities, but also to timely detect and assess the signs of crisis phenomena and identify them. The market conditions today have never been so tough and extremely volatile in all respects. All of this leads to high demands on the ability of companies operating in the market to identify risk factors in a timely manner and adapt to new business conditions. The article thoroughly examines modern methodological approaches to assessing the financial condition of an enterprise and characterizes the most commonly used ones. The main domestic methods of analyzing the financial condition of enterprises are systematized. The advantages and disadvantages of foreign and domestic methodological approaches to assessing the financial condition of enterprises are substantiated; it is proved that their number and breadth of application depend on the specific goals set by the company and are determined by strategic and current development tasks caused by the variability of the business environment and risks. The most justified is the use of the rating approach, which consists in determining the riskiness index (class) of the enterprise's financial condition depending on the integral indicator of the financial condition, loss of solvency and probability of bankruptcy. This approach will contribute to: minimize the possibility of manipulating the reporting; standardize the process of classifying the enterprise by the level of bankruptcy risk; take into account changes and trends in the parameters of the financial condition, the specifics of financial indicators depending on the type of activity of the enterprise.
{"title":"METHODOLOGICAL APPROACHES TO THE ASSESSMENT OF THE FINANCIAL STATE OF THE ENTERPRISE: ADVANTAGES AND DISADVANTAGES","authors":"G. Kulish, V. Chepka, Julia Gavrilenko","doi":"10.31499/2616-5236.1(23).2023.274304","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.274304","url":null,"abstract":"The purpose of the study is a critical review of methodological approaches to assessing the financial condition of enterprises and substantiating on their basis the advantages and disadvantages of modern methods of assessing the financial condition of companies. The article proves that in the conditions of the deterioration of the economic situation in Ukraine as a result of military operations, it is increasingly important not only to establish the effective functioning of economic activities of all business entities, but also to timely detect and assess the signs of crisis phenomena and identify them. The market conditions today have never been so tough and extremely volatile in all respects. All of this leads to high demands on the ability of companies operating in the market to identify risk factors in a timely manner and adapt to new business conditions. \u0000The article thoroughly examines modern methodological approaches to assessing the financial condition of an enterprise and characterizes the most commonly used ones. The main domestic methods of analyzing the financial condition of enterprises are systematized. The advantages and disadvantages of foreign and domestic methodological approaches to assessing the financial condition of enterprises are substantiated; it is proved that their number and breadth of application depend on the specific goals set by the company and are determined by strategic and current development tasks caused by the variability of the business environment and risks. \u0000The most justified is the use of the rating approach, which consists in determining the riskiness index (class) of the enterprise's financial condition depending on the integral indicator of the financial condition, loss of solvency and probability of bankruptcy. This approach will contribute to: minimize the possibility of manipulating the reporting; standardize the process of classifying the enterprise by the level of bankruptcy risk; take into account changes and trends in the parameters of the financial condition, the specifics of financial indicators depending on the type of activity of the enterprise.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"51 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130175378","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.274309
Nataliia Pacheva
The article reveals the peculiarities of organization of marketing management at pharmaceutical enterprises and defines its place in achieving maximum economic efficiency. It is established that the role of marketing as a process begins with the study of demand and identification of customer needs/desires, and then supply - satisfaction of these needs/desires. It is proved that fundamental changes in the business environment are achieved through marketing management. Marketing management is aimed at ensuring the stability of all areas of enterprise activity in modern market conditions. In a broad sense, marketing management at pharmaceutical enterprises includes the use of various marketing tools to make pharmaceutical products available to customers. It has been found that a successful organization of marketing management at pharmaceutical enterprises will provide competitive advantages in achieving business goals by attracting new customers and penetrating new markets. The author proves that it is advisable for pharmaceutical enterprises to study the direction of practical application of a product/service, ways of its distribution, pricing, PR, advertising, branding, trade channels, use marketing communications and other types of interaction with customers. It is substantiated that marketing involves the actions of pharmaceutical marketers to create demand for goods/services, stimulate sales through their own marketing communications plan, along with market research, pricing, positioning and marketing policy. It has been determined that improving the system of organization of marketing management at pharmaceutical enterprises will help to successfully promote the organization and achieve a competitive position in the pharmaceutical market.
{"title":"FEATURES OF MARKETING MANAGEMENT ORGANIZATION AT PHARMACEUTICAL ENTERPRISES","authors":"Nataliia Pacheva","doi":"10.31499/2616-5236.1(23).2023.274309","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.274309","url":null,"abstract":"The article reveals the peculiarities of organization of marketing management at pharmaceutical enterprises and defines its place in achieving maximum economic efficiency. It is established that the role of marketing as a process begins with the study of demand and identification of customer needs/desires, and then supply - satisfaction of these needs/desires. It is proved that fundamental changes in the business environment are achieved through marketing management. Marketing management is aimed at ensuring the stability of all areas of enterprise activity in modern market conditions. In a broad sense, marketing management at pharmaceutical enterprises includes the use of various marketing tools to make pharmaceutical products available to customers.\u0000It has been found that a successful organization of marketing management at pharmaceutical enterprises will provide competitive advantages in achieving business goals by attracting new customers and penetrating new markets. The author proves that it is advisable for pharmaceutical enterprises to study the direction of practical application of a product/service, ways of its distribution, pricing, PR, advertising, branding, trade channels, use marketing communications and other types of interaction with customers. It is substantiated that marketing involves the actions of pharmaceutical marketers to create demand for goods/services, stimulate sales through their own marketing communications plan, along with market research, pricing, positioning and marketing policy. It has been determined that improving the system of organization of marketing management at pharmaceutical enterprises will help to successfully promote the organization and achieve a competitive position in the pharmaceutical market.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114164115","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.272841
V. Parakhnenko, A. Blahopoluchna
The article examines "The Line" technology, its impact on city functioning and economic efficiency. The foreign experience of using "The Line" technology was analyzed. The main aspects of the functioning of the "city of the future" system to achieve maximum efficiency in the conditions of the city's development are considered. The concept of the city of the future" should ensure the development of society. Strategic approaches to management, the use of technological innovations and the involvement of residents in constant changes are highlighted, which forms the basis of the system's existence and adaptability. The essence of the concept "The Line" is based on the need to ensure in the near future a high quality of society's life through the use of advanced technologies, which primarily provide for the safe, economical, ecological functioning of all subsystems of the city's life. The question of achieving the status of the city of the future in the desert due to reforms in the sector of public services, transport, construction, housing and communal services, energy, medicine, trade, social support of citizens, security, and finance was investigated. It is a vertical metropolis 170 kilometers long and half a kilometer high, with hanging gardens, airports and industry, without pollution, cars and with high-speed public transport.
{"title":"ENVIRONMENTAL AND ECONOMIC PROSPECTS OF THE CONSTRUCTION OF FUTURE MEGACITIES IN THE CONDITIONS OF GREAT DESERTS","authors":"V. Parakhnenko, A. Blahopoluchna","doi":"10.31499/2616-5236.1(23).2023.272841","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.272841","url":null,"abstract":"The article examines \"The Line\" technology, its impact on city functioning and economic efficiency. The foreign experience of using \"The Line\" technology was analyzed. The main aspects of the functioning of the \"city of the future\" system to achieve maximum efficiency in the conditions of the city's development are considered. The concept of the city of the future\" should ensure the development of society. Strategic approaches to management, the use of technological innovations and the involvement of residents in constant changes are highlighted, which forms the basis of the system's existence and adaptability. The essence of the concept \"The Line\" is based on the need to ensure in the near future a high quality of society's life through the use of advanced technologies, which primarily provide for the safe, economical, ecological functioning of all subsystems of the city's life. The question of achieving the status of the city of the future in the desert due to reforms in the sector of public services, transport, construction, housing and communal services, energy, medicine, trade, social support of citizens, security, and finance was investigated. It is a vertical metropolis 170 kilometers long and half a kilometer high, with hanging gardens, airports and industry, without pollution, cars and with high-speed public transport.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122652913","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-31DOI: 10.31499/2616-5236.1(23).2023.273362
I. Kyryliuk, L. Chvertko
The purpose of the study is to substantiate the significance and features of volunteer tourism for the social integration of forcibly displaced persons during the russian military invasion. The article proves that the challenges associated with the russian armed aggression against Ukraine necessitated the adoption of effective decisions aimed at social adaptation and integration into the public life of persons who, to avoid the negative consequences of war and temporary occupation, were forced to leave their place of residence and found temporary shelter in other regions of the country. It was determined that volunteer tourism occupies a special place among the measures that contribute to the social integration of forced migrants into life in the territorial communities of Ukraine, where they currently live and plan to stay for a long time. Volunteer tourism ensures the convergence of identities of displaced persons and the communities in which they live the establishment of communication, and formation of harmonious cultural forms between forcibly displaced persons and all other members of society. It was established that in the conditions of the russian military invasion, thanks to the joint efforts of volunteers and the partnership of public organizations, there is an opportunity to implement social projects at the national level, which contribute to the social adaptation of people who were forced to leave their usual places of residence, escaping from the military threat. The organization and conduct of tourist activities helps to establish and create a healthy psychological climate through the active, relaxed communicative activity of the event participants, contributes to their psycho-emotional relief, the formation of a positive mood, and mutual satisfaction with the learning process. The article substantiates that the involvement of caring, active, conscious volunteers in the implementation of projects forms a new culture aimed at the spread of universal human values, peace, freedom, security, humanism, personal growth through awareness of human potential.
{"title":"VOLUNTEER TOURISM AS A TOOL FOR SOCIAL INTEGRATION OF FORCEDLY DISPLACED PERSONS DURING THE RUSSIAN MILITARY INVASION","authors":"I. Kyryliuk, L. Chvertko","doi":"10.31499/2616-5236.1(23).2023.273362","DOIUrl":"https://doi.org/10.31499/2616-5236.1(23).2023.273362","url":null,"abstract":"The purpose of the study is to substantiate the significance and features of volunteer tourism for the social integration of forcibly displaced persons during the russian military invasion. The article proves that the challenges associated with the russian armed aggression against Ukraine necessitated the adoption of effective decisions aimed at social adaptation and integration into the public life of persons who, to avoid the negative consequences of war and temporary occupation, were forced to leave their place of residence and found temporary shelter in other regions of the country. It was determined that volunteer tourism occupies a special place among the measures that contribute to the social integration of forced migrants into life in the territorial communities of Ukraine, where they currently live and plan to stay for a long time. Volunteer tourism ensures the convergence of identities of displaced persons and the communities in which they live the establishment of communication, and formation of harmonious cultural forms between forcibly displaced persons and all other members of society. It was established that in the conditions of the russian military invasion, thanks to the joint efforts of volunteers and the partnership of public organizations, there is an opportunity to implement social projects at the national level, which contribute to the social adaptation of people who were forced to leave their usual places of residence, escaping from the military threat. The organization and conduct of tourist activities helps to establish and create a healthy psychological climate through the active, relaxed communicative activity of the event participants, contributes to their psycho-emotional relief, the formation of a positive mood, and mutual satisfaction with the learning process. The article substantiates that the involvement of caring, active, conscious volunteers in the implementation of projects forms a new culture aimed at the spread of universal human values, peace, freedom, security, humanism, personal growth through awareness of human potential.","PeriodicalId":296128,"journal":{"name":"Economies' Horizons","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127927094","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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