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      Abstract: Based on the subject matter literature, the article presents existing, basic and widely used, market segmentation by lifestyle, including the “gemiusAudience” segmentation created in 2005, where the lifestyles of internet users served as the basic distribution criterion.In the article, an attempt has been made, based on the author’s own quantitative survey results, to identify the lifestyles represented by internet users. The analysis included the manner in which respondents spent their free time and the values they lived by. The results of the surveys indicate that internet users place significant emphasis on universal values, such as family, health and love. They tend to treat the internet as a source of information to support their education and occupational duties, however, they also use it for entertainment purposes.

    • Authors: O. M. BARYLOVYCH
      Abstract: Certain factors, methodical approaches and features of process of pricing of the agricultural products in modern terms are described in the article. Nature of forming of price that is related to existence of so-called differential land rent is marked. Problems and features that influence the process of pricing in agriculture are analysed. Among them: disparity of prices, decline of share of producer in the suggested retail price, features of structure of agricultural produce market, seasonal price-wave, influence of weather terms and others like that.It is indicated that choice of channel and place of realization of products also influences the level and pattern of prices. Basic methodical approaches to forming of price on an agricultural produce in market conditions are brought, in particular, expense oriented, oriented to market demand and oriented to the competition. It is marked that more widespread is the combined approach that encompass determination of base price on the base of expense and adjusting it taking into account a market price that exists on the market at the time of realization of products.It is indicated that the role of the price policy of agricultural enterprises, aimed at strengthening of their competitiveness and increase of efficiency of productive and commercial activity grows in modern terms. There is also a necessity of state support of agricultural enterprises that would provide maintenance of demand of the agricultural products by means of the price adjusting.

    • Authors: O. V. BUROVA
      Abstract: The study identified four stages of agricultural cooperatives in Ukraine. Proved that during this period despite the adoption of the state law a number of regulations governing the activities of cooperatives and set the amount of state aid funding was implemented only partially. The author identifies several benefits of agricultural service cooperatives. In the article the basic problems of agricultural cooperation in Ukraine at the legislative level as well as at the local level. The current state of public finance in Ukraine in recent years. It was found that lack of consistent government support and adequate financial support, the poor state of logistics cooperatives and other factors influenced the reduction in their number in Ukraine.An attempt to investigate the status and benefits of cooperation on the example of years of experience of European countries. The author proposes the basic direction that government should do for the development of agricultural cooperatives in Ukraine at all hierarchical levels. Proved that the resource potential of rural areas in the context of inefficient state support remains unrealized. Directions budgetary support of agricultural service cooperatives.

    • Authors: R. I. BURIAK
      Abstract: The successful functioning of the poultry enterprise is impossible without adequate information support. In order to make informed marketing decisions the information needs to be  complete, relevant and reliable – obtained on the basis of a comprehensive study of the marketing environment.Poultry farming is an industry that is characterized by extremely high dynamics of development and it is unrivaled in cost of feed and labor per unit of output. In meat poultry balance of Ukraine it occupies a significant share (about 44.9%). The increase in poultry farms due to insufficient supply of other types of meat – beef and pork, as well as the expansion of production at the expense of investment in the industry substantial funds of private capital.Ukraine is now the ninth among the largest producer of poultry meat and exported these products to 30 countries – CIS, Iran, Syria, Libya, Saudi Arabia and others.According to the calculations, during the 2016–2018 the forecasting fund of consumption of poultry by Ukrainian population (at a constant level of consumption of 23.3 kg / person per year during this period) with a probability of 0.98 can be reduced in comparison with 2015 by 110 thousand tons or by 10.7% due to the forecast decrease in population of the country in this period by 520 thousand people or 1.2%. Projected production volumes of chicken meat during the 2016–2018  with a probability of 0.99 can be reduced by 10 thousand tons or by 0.9%.It was found that during 2016–2018 the total projected demand for poultry eggs may be reduced to 16.99 billion pieces in Ukraine in 2015 (according to its own production – 16,920,000,000 pieces) to 14.26 billion pieces in 2018 (according to its own production – 14.22 billion pieces), or 2.73 billion units. (16.1%) due to a possible further decline in the purchasing ability of the Ukrainians. According to analysts of the Association «Union of Poultry Breeders of Ukraine» will probably decrease the actual consumption of eggs up to 230 pieces in 2018 against actual 258 pieces per capita in 2015.Considering the potential for rapid saturation of the domestic market due to the development of powerful poultry farms, at the heart of poultry market development should be export-oriented strategy, which is to balance supply and demand in the domestic market due to export into developed and new global markets. In order to implement this strategy, it is necessary to create conditions for the regulation of food, taking into account the turnover of the global market requirements. Establishment and effective functioning of the poultry products market must be based on the scheme, which provides for interconnection of domestic producers, processors, consumers and export-import operations.

    • Authors: T. N. GAPONENKO
      Abstract: The condition for economic development of the enterprise is its activity in the market. Controlled variable marketing factors (tools) play a particular role in these processes that are used by enterprises to obtain the desired response from the target market. The rapid development of the market, increased attention to improving the quality of products, changes in prices and focus on consumers identify the need for conducting regular research of the marketing mix, its interaction with the environment as well as features of the use of the primary tools of the marketing mix in the enterprise.The classic definition of the marketing mix «4Ps of Marketing»: product, price, place, promotion was proposed the famous marketer Jerome McCarthy became the most common and widely used in the marketing management.Methods of comparison, generalization and analysis are widely used in the research to achieve a set goal. The essence of the main tools of the marketing mix is highlighted in the article moreover the primary attention was focused on the classical concept of the "4Ps". In the analysis of the main tools of the marketing mix of PAO «Zhytomyr Butter Plant,» it was found that the main elements of the marketing mix effectively interact among themselves as well as with the environment, in fact, it finds confirmation in:–       the production of a wide range of products of high quality in accordance with ISO standards, «Organic Standard» and also with recognizable and bright packaging;–       setting prices using the basic pricing strategies including the purchasing power of consumers;–       the availability of indirect distribution channels that allow the company to rapidly distribute products on the market;–       the active promotion of products through a system of elements of marketing communications.Marketing mix developed for productive enterprises, processing sphere and trade sector is constantly transforming and evolving, adapting to different industries that are actively developing in modern conditions. So the question of analysis of the marketing mix and its elements by the example of specific companies requires further studies and research

    • Authors: E. YU. GNATENKO
      Abstract: The article investigates the functioning of agricultural production Ukraine, defining its key features in the context of innovation. Established the current state and dynamics of agricultural production. Established modern state and dynamics of the major indicators of the functioning of agriculture of Ukraine in particular: analyzed and determined the share of agriculture in total GVA, dynamics of population employment and the level of technological equipment in agriculture, indices of agricultural production for the organizational forms and dynamics of agricultural land use, structure of agricultural production for 2005–2015. Analyzed and solved the theoretical nature of the process of innovation development of agricultural production, highlights the key features, challenges and trends of the functioning of agriculture in the context of innovation development.For the purpose of thorough study of the functioning of agricultural production on the innovative development we used the following methods: dialectical – knowledge of the nature and features of innovative development of agricultural production, bibliographic – studying scientific papers on this issue, statistical and systematic synthesis –assessment of the current state of agriculture in innovative basis.It is concluded that the functioning of agricultural production on the innovative development has several features and characteristics, consideration of which will form a clear and full development of the innovativeness industry which in turn serve to increase of efficiency of agricultural production and will boost agricultural competitiveness in the domestic and global markets.

    • Authors: A. O. GRECHUKHA
      Abstract: The problems and challenges of the dairy sector enterprises can’t be solved without their deep study and understanding. The existing market tools optimization, search for new markets, evaluation of problems and trends – the comprehensive study of all these parts of the market mechanism helps to understand the situation in whole.The research paper is aimed at analyzing the dairy market enterprises under the current economic conditions given the recent statistical information. Comparison with figures of previous years is intended to show the dynamic changes occurring in the industry. Dairy processing industry cannot function without raw materials, which are not at the best condition at the moment.Data on the export and import gives the opportunity to see the success of the Ukrainian entrepreneurs at the international level. In particular, it clearly shows the share of production, which goes to the EU markets. Under the research results the current problems of the industry are covered, the weaknesses in the distribution of export strategies are shown. The dairy products’ import geography in Ukraine is covered.Solution of the examined issues shall have a systematic character, as mentioned in the research paper. A deeper attention to these issues will be given in the subsequent studies.

    • Authors: A. S. GRYTSENKO
      Abstract: The Performance indicators of production and economic activity of agricultural enterprises engaged in production of sugar beets in the zonal context and in general in Ukraine are analyzed in the article. Using the correlation and regression analysis the influence of factors on the profit of beet growing enterprises is proved.One of the most important indicators that reflect the level of economic security of business entities is the efficiency of their production activities. It reflects the results of effectiveness as a separate company and the industry as a whole.During the last decade the process of gradually reducing the total number of farms engaged in growing sugar beets is happening. This is due to the fact that most businesses suffered significant losses because the sales revenue of sugar beets did not cover the cost of their production.Therefore, the successful function and competitiveness of farms that grow sugar beets, depends on the efficiency of their production and business activities.It is determined that in the last three years beet growing farms showed positive growth on the main indicators of their activity, which helped from critical profitability by 2.7% in 2013  increase it of more than 10 times in 2015. It is found that the amount of profit is  mostly influenced by  the level of productivity of sugar beet and its production costs and their selling price.  Therefore it is necessary to producers of raw sugar to focus on the challenges of raising productivity and reduce costs, using the experience of leading countries.

    • Authors: A. L. DICHENKO
      Abstract: The theoretical study and practical implementation of product strategy farms is crucial, because this part of marketing activities provides competitive product and competitive advantages of the above entities, creates conditions for higher profits, customer loyalty, efficient and sustainable development in the long period . In a competitive and dynamic marketing environment there is a constant need for updating and improving the marketing of commercial policy and strategy. In the article the basic functional marketing strategies of agricultural goods produced by domestic enterprises and sold in the markets of agricultural products. Based on the data analysis set out priority areas of marketing commodity policy, including: a modern complex formation of the main priorities of strategic development of domestic agricultural enterprises and key factors influencing it; the need to gain important strategic goal-setting in the sustainable development of farms as a means of adapting internal environment for opportunities and threats (external environment) of the entity; establishment of basic concepts in the strategic management of ICC farms.On the basis of dslidzhen offers developed by the latest circuit interconnections basic concepts of strategic management system ICC agricultural enterprises, which can be used both in theoretical problems of light production and marketing of agricultural products, and practically applied agricultural producers. In addition to articles on key areas of innovation in the marketing of commodity policy farms highlighted problems and the need for innovation and differentiation, the following classification: trends and innovations are typical effects that accompany the implementation of innovation.

    • Authors: A. V. DORONIN
      Abstract: The evaluation of the production efficiency of sugar beets and sugar in Ukraine for the period of 2001–2015 was made. The preconditions of negative changes in the sugar branch were studied. The output of sugar production in Ukraine depends on the gross harvest of sugar beets, their yielding capacity and the sown area under this crop. A polynomial model which describes the yielding capacity level of sugar beets in Ukraine in 1913–2015 has been worked out; the prediction of sugar beet yield for the year of 2017 has been made and its increase by 28% is expected.The importance of marketing in enterprises of the agrarian sector and in the enterprises of the sugar industry are indicated. Diversification trends of the supply of sugar-mills which will favor the efficiency enhancement of sugar beet production have been explained. As the problem of supplying our country with power-carriers becomes urgent, it is expedient to speed up and diversify the manufacture of alternative fuel kinds, in particular, bio ethanol and biogas.The ways of the efficiency enhancement of sugar beet production to ensure stable business development in the branch which requires active government support of producers have been identified. The research results can help solve practical problems of farm enterprises and in agrarian business in general.

    • Authors: O. YU. ERMAKOV, L. I. LYCHYK
      Abstract: The article reveals the methodological and practical basis for applying a competent approach to the formation of the labor potential of agricultural enterprises to increase the competitiveness of agricultural production. Attention is paid to the advantages that this approach creates in the formation of the labor potential of agricultural enterprises and which, to the greatest extent, consist in raising the level of motivation of the employees of the enterprise.The basic requirements to the identification of the employees' competencies are formulated, which will allow increasing the level of their compliance with the positions held and the objectives of the enterprise. They should flow from the professional functions of the employee, be dynamic and change in accordance with changes in the strategic priorities of the enterprise, as well as working conditions.The main stages of the transition to a competent approach to the development of labor potential have been singled out.A map of the employee's competencies has been developed whose purpose is to identify and systematize the competencies available to the employee, determine its suitability for a job, identify key problems about the lack of necessary competencies and ways to acquire certain competencies.It is indicated that the total labor potential of agricultural enterprises is formed as a set of individual and group sets of labor competencies. Accordingly, it directly depends on the labor characteristics of employees and their ability to organize effective cooperation.A mechanism for checking employees for the presence of sets of competences and their compliance with certain criteria is proposed.

    • Authors: M. O. ZHUKOVSKYI
      Abstract: As a result of studies found that for the formation of effective system of competitive potential of the agricultural enterprises should take into account the requirements of the system and other approaches to the release: target orientation management of building capacity of enterprises, detailed goals and objectives, methodological tools, management mechanisms, technology management, resource support, evaluation of results. First of all in assessing the actual level of competitiveness of agricultural enterprises needs to evaluate its competitive potential.The evaluation of the current management system according to evaluation criteria and found that changes that occur in one or another element of competitive potential of the enterprise, influence on other elements of the system, causing them appropriate changes.

    • Authors: K. S. ZAVALNIUK
      Abstract: The agricultural sector plays an important role in the GDP of Ukraine. Prospects for the development of agriculture, compared with other countries, are explained by favourable climatic conditions and fertile black soils. However, slow adoption of new technologies and effective management systems in agrarian enterprises, as well as inconsistent actions of the government on implementation of agrarian reforms in Ukraine significantly slow down development of enterprises of above mentioned branches.The relevance of the chosen topic consists in the study of dynamics of the development of agrarian enterprises under conditions of market transformations and in identifying objective reasons of their quantitative condition in modern realities. Therefore, the purpose of the article is to carry out quantitative analysis of agricultural enterprises in Ukraine. In the process of writing the article the following methods were used: analysis, synthesis, induction, deduction, graphic, comparison and abstraction.The article explains the essence of the concept «agricultural enterprises». It analyzes the dynamics of the number of agricultural enterprises in the past 10 years, as a result significant downward trend in their number was found. The tendencies of changes in their number, according to procedural and institutional types of management forms, were studied. Grouping of the agrarian units by area of agricultural lands was made; the dynamics of their number were highlighted.The essence of the concept «agricultural holdings» is revealed, the analysis of their development in Ukraine is carried out. According to the study, the most numerous are farm enterprises, the least – government enterprises. It was also proved that, along with the above mentioned procedural and institutional types of management forms agricultural holding companies are important players on the modern agrarian market.

    • Authors: S. P. KALNYI
      Abstract: A mathematical model of e-learning scenario and its organizational and ontological structure that reflects the functional and informational steps teaching and operational interaction of participants in the extension process in implementing innovative programs. Based on the given model and its structure established tool of software and program and information complex, which provides Internet environments, remote support, organization of educational and operational interaction between participants of innovative programs.Model E-scenario training allows you to organize remote operational and training (incremental) interaction of all participants some innovative programs to create within the innovation program interactive consulting knowledge base with the connection to it of all its members, to provide remote, turn-based consulting support to the implementation of innovative programs for all participants, using different information and software resources, build subscriber network for using the knowledge base of innovative projects.As a result, each participant innovative programs at all stages of its implementation, along with operational access to expert information and advice will be able to have remote educational and operational support their participation in its implementation. Submitted acquires relevance of the creation of e-learning systems and instruments for their implementation.

    • Authors: R. I. KOROBENKO
      Abstract: The article is dedicated to the actual problem – the economic potential rural areas, which are the subject of research of many modern scientists. As the research task, author attempts to analyze and summarize approaches to the definition of the economic potential rural areas and its structure. Methodological and theoretical basis of the study is the work of domestic and foreign scientists in the field of agricultural policy, economics and rural development. The work is based on a wide range of general scientific and special methods. In particular: theoretical generalization and comparison, structural and logical, and others.Based on the analysis author determines the economic potential rural areas as a quantitative and qualitative assessment of the likely outcome of the efficient use of resources, competencies and capabilities that are available in a particular rural area within a defined planning horizon.In contrast to other definitions, author proposed approach which determines economic potential as a category of management, which provides integrated assessment of resources, competencies and opportunities for rural areas development in the circumstances. This allows assessing the prospects for rural development from the standpoint of the interests of all stakeholders who collectively represent local government, business and public and emphasize the specific influence and expectations of each of the parties to the current and projected state of the control object, which is the process socio-economic development of rural areas.

    • Authors: T. A. KOSTIUK
      Abstract: The views of economists on methodological approaches to evaluation of the economic security of the state analyzed in the article. The methodological  estimation of economic security in terms of key indicators and their threshold values, which was considered the legislation level, are considered. The main contradictions existing scientific and methodological approaches that reduce the reliability of the results of their application was allocate. Proved the need for further development of theoretical and practical bases evaluation system of economic security in domestic science with the development of various fields and sectors of the economy.The modern meaning of the term economic security of state was determine. The methodological approaches to assessment of the economic security of state justified, that provide the selection of indicators and their thresholds, using the multiplicative form integral index, valuation indicators, weighting coefficients justification in terms of economic security components.The economic security of government is the main component of national security, but also this is a complex of conventionally closed system, that has his structure, internal logic, that will determine topicality and necessity of improvement methodology of the integrated assessment of economic security of state with goal of software the adequate reaction to destabilizing factors. The creation of an effective system of economic security of state give the possibility identify threats of national economic interests in time and will avert the loss of social and economic system as a whole.

    • Authors: V. O. KULYK
      Abstract: In article the author determined essence of categories «self-sufficiency», «economic self-sufficiency», «society», «rural territories». The concept «self-sufficiency» of  its origin, evolution and modern interpretation is considered by various branches of science. Problems of development of rural society are covered. Methodical approaches to forming of economic self-sufficiency of rural society are researched. roles of rural society as socialization mesofactors in the course of social formation of the personality. The problem of forming of controling mechanisms is covered by economic development of rural society.It is offered to estimate efficiency of public administration by economic development of rural society from line items of cost efficiency, target efficiency, organizational effectiveness. At the same time cost efficiency of management is considered as result of activities of a management system, provides in case of the smallest costs of achievement of the object set for object of management. Target efficiency is determined as coordination of result on purpose.Organizational effectiveness is an optimum form of interrelations of elements of system which does it to the most effective in goal achievement. To be considered as an innovative component in this sense receipts of set of indicators on the basis of which determination of efficiency of public administration as a factor of its «perfection» is possible that will constitute a basis for further individualization of management decisions and a possibility of  «personalisation» of social responsibility of management teams.

    • Authors: YA. S. LARINA, K. A. TSYMBALIUK
      Abstract: This article reviews the evolution of marketing concepts and highlights the essence of the "agromarketing" concept. Considers the conditions and possibilities of marketing activity realization in the agricultural enterprises. It is determined that the concept of social-ethical marketing – is the definition of requirements and desires of the certain market segment, meeting the requirements and desires of the consumers of these segments by better and more efficient methods than competitors, provides and enhances the well-being of both the consumers and society in general.Identified main directions of realization the of the social-ethical marketing concept in agricultural enterprises. Set the terms of its effective, systematic and comprehensive implementation. It is investigated that the implementation of the social-ethical marketing concept in agricultural enterprises is provided by the organizational-economic mechanism. Characterized the content and structure of the social-ethical marketing organizational-economic mechanism. Proposed scheme of organizational-economic mechanism of social-ethical marketing enterprises which is formed on the basis of interaction of systems and resources that affect leverage and methods and enables enterprises to reach determined aims in case of its effective implementation.Highlights the impact of the social-ethical marketing on the activity of agricultural enterprises and accented on the effectiveness of this concept implementation in the activity of agricultural enterprises, which depends on the organizational-economic mechanism.

    • Authors: K. M. LUTSIY
      Abstract: The problems of interaction between participants of business processes within the concept of relations marketing today are quite relevant. Developing of the effective organizational-economic mechanism of realization of the concept requires study and evaluation of the factors that affect the formation and determine the development of relations of business partners in the whole.The aim of the article is to study the major factors that affect the formation and development of inter-firm relations in business networks. The specifics of relations of joint business activity are theoretically grounded. It has been determined that a comprehensive evaluation and measurement of the efficiency of the relationship is a necessary part for the successful development of enterprises.In the article the theoretical and applied aspects of the concept of partner relations are studied. The main performance interaction indicators that result from the evaluation of partners' cooperation were underlined. The factors that determine development of effective relations were defined and discussed in detail. It has been noticed that development of relations in a joint enterprise is influenced by the factors that have different nature and mechanisms. It has been suggested to systematize these factors according to their influence on the formation process and development of relations.

    • Authors: O. P. LUTSIY
      Abstract: In scientific sources conceptual basis of innovation management of companies determined at the highest levels of government, not the companies. In addition, it was analyzed problems in relatively stable business environment that is inadequate to those conditions, which are in Ukrainian agribusiness now. Based on this theoretical and methodological foundations of marketing innovation management of agricultural enterprises in need of clarification and improvement.There is an interpretation of innovation in the narrow and broad sense. In the narrow sense we interpret the innovation as the end result of creative activity in the form of new or improved products offered on the market; new or improved process used in practice. It concludes: firstly, innovation becomes itself only if its implementation in production or applications; secondly, innovation should not be identified with the innovations or changes, or vice versa.In a broad sense, the content of innovation is defined as the achievement of the human mind (ideas, inventions, discoveries, improvements, etc.) aimed at improving the efficiency of economic activity in a particular industry, in the production of tools and products of labor, the use of more efficient technologies, new energy sources, improving the forms of work organization and management, financial, trade and social and political institutions, forms of international cooperation, etc.

    • Authors: V. V. MELNYCHENKO
      Abstract: This article highlights the problem of economic processes related to replacing of traditional energy resources with alternative ones in the context of sunflower production residues. It demonstrates methodical approaches of determining of the bioenergy potential of agro enterprises.

    • Authors: I. A. MISHCHENKO
      Abstract: It is known, though along with innovative technology competitiveness characterize these administrative reasons, the task of collective goals, goal management employees and certain operators, incentives and themes personnel, science work. The results complement the findings of other scientists, but require experimental verification expansion in economic subjects AIC on labor discipline and improving its stimulus.

    • Authors: Z. D. OVCHARYK
      Abstract: Reserves are an important accounting and economic category and subject of accounting, occupy an important place in current assets and participate in shaping the final product of the company and included in the value of its equity. The basic condition of economic activity of agricultural enterprises is sufficient and rational use of inventory, from which they operate, ensuring further development of social economic relations.The article aims to study the characteristics of accounting reserves in foreign countries and comparisons with Ukrainian practice.Constant changes current legislation of Ukraine, conditions of capital, increasing demands of users of information, transformation of national accounting in accordance with international standards determine the objective necessity of deepening the study of inventory accounting in agricultural enterprises.In the article the reserves in foreign accounting practice are examined. Different perspectives on the concept of «reserves» and choice of the assessment method are shown. Comparison of foreign reserves accounting practices with the national experience in Ukraine is carried out.

      Abstract: The study illustrates the approaches of systemic psychological formation of the image (thought forms) as a mechanism of management of society and processes in it with the aim of providing foundations for lasting development. It is established that the asymmetries and imbalances in the development of rural areas are a consequence of the lack of a systematic approach in the management, insufficient infrastructure facilities, low level of activity of residents with respect to changes in the situation and ensure accountability residing in the territory for the consequences of their actions. Identified mechanisms to ensure the sustainability of social systems on the basis of formation of socio-economic interest of participants of public relations, securing public-private partnerships and the formation of the world outlook of information work that creates the foundation for long-term national food and economic security while the restoration and enhancement of the natural resource potential of the area. Research proves that thought-forms are the basis of changes in society and socio-ecological processes that they accompany. Therefore, the awareness of their role and socio-economic consequences of the formation of the participants in public relations and professionals is a systematic phenomenon with a long response in space and time. The impact of outreach activities to members of the rural society certifies the effect of the accumulation calculus-energy-informational character, able to independently determine the vector of development.

    • Authors: V. A. RAFALSKAYA
      Abstract: The Agricultural sector in Ukraine is developing at a fast pace. While providing solutions to issues of the agricultural industry, marketing should be paid a special attention to as a targeted management concept of modern agricultural business. One of the specific feature of the agricultural market is land limitations and how production depends on it. More than 80% of agricultural lands are leased to agricultural growers and producers. Under current conditions of agricultural activity of a business, there is an increase in competitiveness between lessors over reissue of land share lease agreements. Lessors, who are the owners of land shares, have to take their place in the market environment of agricultural businesses and in the system of agricultural marketing in general, since they both perform the functions of the key asset provider, i. e. the land bank and partially the consumer of products made by this business.In the article the value of land shares of agricultural companies stated their impact on economic and marketing activities of enterprises. In particular,  in the article explores that a significant interest in the Ukrainian arable lands show foreign companies and individuals who are willing to invest in the agricultural sector using advanced methods and marketing tools.

    • Authors: M. M. RUDENKO
      Abstract: The peculiarities of the marketing complex of the enterprises on the local market of eggs have been analysed. The peculiarities of the competitive situation among the leading producers of chicken eggs have been determined on the basis of the conducted analysis by the method of construction of the competitor chart.The peculiarities of the marketing leading business leaders in the domestic market of eggs studied the characteristics and structure of their marketing departments and found that their marketing system should be improved and should be aimed at resolving the key tasks set by the manufacturer.The procedure for distribution of egg products has been analysed, that allowed to substantiate the promising directions for improvement of the marketing complex for the local poultry enterprises.In order to reconcile the economic interests of the industrial and commercial areas is recommended to improve sales activities. This includes the creation of wholesale markets selling agricultural products, the creation of which also concerned the local executive authorities, as major benefits from activities such markets receives the region where they are located. In addition, the wholesale markets should be considered as part of the region's infrastructure (like roads or ports), because they affect the proper flow of food between producer and consumer.

    • Authors: A. V. RIABCHYK, T. I. SLIPUKHA
      Abstract: The article explores specific aspects of creating integrated marketing communications of enterprises of the agroindustrial complex. The role of marketing communications significantly increased at the time of formation of new development strategies in the face of sharpening competition and enterprises looking for the most effective methods and ways to use them. The integrated marketing communications is one of such methods that are relevant and strategically important for enterprises of the agroindustrial complex. It is one of the most effective methods of the influence on consumer behavior and the simple way to maximize the return on investment in marketing and promoting products on the market.The aim of the research is summarizing and developing the individual theoretical and methodological provisions of the formation of the integrated marketing communications of enterprises of the agroindustrial complex. To achieve this goal we have identified and resolved the following tasks: the essence of the integrated marketing communications; defined and formed complex integrated marketing communications of enterprises of the agroindustrial complex; and  developed the algorithm of planning integrated marketing communications of enterprises of the agroindustrial complex. Theoretical and methodological basis of the research became a dialectical method of cognition, the fundamental position of marketing and marketing communications; used methods, abstract-logical analysis and synthesis, systematic approach. As a result of the research we proposed scientific approaches to consider the integrated marketing communications as a "concept", "system", "process". The integrated marketing communications of enterprises of the agroindustrial complex should be directed to change the consumers’ behavior with the goal to do the shopping, competitive advantages and stable positions on the market.

    • Authors: S. T. SLIUSAR
      Abstract: In article the essence of the concept "self-sufficiency of society" is researched. Questions of forming of self-sufficient communities are considered, samodostatni and powerful territorial communities are a basis of local and regional development of any country. It also is a sign of high-quality and effective local self-government. The recommendations about enhancement of a management system at the level of agricultural communities submitted on increase in their effectiveness are developed.The basic principles of self-government which are the basis for development of effective system of local self-government are proved. The main problems hindering the achievement and ensuring independence and self-sufficiency of territorial communities of Ukraine are defined and certain recommendations and offers on possible options of improvement of the existing situation in the country on the way to real self-sufficiency of territorial authorities of management are developed.The author offers an algorithm of voluntary association of communities: real decentralization of finance – communities have to see that the Central power really gives a considerable part of funds for places; powers – generally village and settlement councils carry out now 2/3 powers from offered in the Concept at basic level; after transfer of financing and powers on places, communities will see, these funds for performance of the offered powers are enough.

    • Authors: V. P. STADNYK
      Abstract: The article deals with the current state of the food market, socioeconomic impact of its operations. Among the tasks of economic transformation in Ukraine market, further integration into the world economic system occupy prominent task of providing the population with food due mainly internal sources and gradually reduce dependence on foreign food producers, creating food security as an important component of national security.Manufacturers are oriented to the needs and creditworthiness of customers. The collapse of the mechanism of distribution of food resources and the absence of the market system contributed to numerous intermediaries in the food market.  The practice of recent years clearly shows that the regulation of food market monetary and fiscal means at the macroeconomic level did not provide full-fledged operation of enterprises of the agricultural sector.The feature of the organized agricultural market is that it is impossible to learn in a particular region. General principles and common approaches should be implemented into practice simultaneously in the domestic market and a clear regulatory and legal basis.Solution of the examined issues shall have a systematic character, as mentioned in the research paper. A deeper attention to these issues will be given in the subsequent studies.

    • Authors: S. V. SUKHAR
      Abstract:   .  This article analyzes the competitive elements of a comprehensive assessment of technology growing marigold medical pursued in accordance with the methodology proposed A. Guttural, V.  Petrychenko A.  Spirin. However, the new technology compared with traditional.An objective and complete analysis of the impact of the timing, methods of sowing seeds and the distance between plants in the row for improved performance competitiveness of its elements.Proved that the technology should be more plastic that will enable them to adapt to the conditions of various resource and technological support. They must provide their potential maximum performance culture, especially through the rational use of existing bioclimatic resources to meet the biological needs of the plant organism to the presence of the main factors of life. This will help optimize the value of anthropogenic resource investments in technology and get products with less cost.These quantitative factors affecting the competitiveness of marigolds growing medical technology depending on the timing, methods of seeding and the distance between plants in the row. Assessment of the competitiveness elements technologies conducted by their energy and economic indicators and technical level of machines in which implemented these technologies.

    • Authors: N. Ye. FEDOROVA
      Abstract: The stages of the marketing concept evolution are considered. They are: the production concept, the product concept, the selling concept, the marketing concept, the holistic marketing concept, the communication concept. It is determined that the choice of the marketing instruments depends on the main goal and market orientation of the company.The role of the communication component in this process is investigated. The prerequisites of communication marketing concept formation are set up. This concept defines the communication as the key element of the marketing management.  The most important economic prerequisites are: the dominance of the new technological order in the economy, the increase in the scientific-and-technological and cultural level of the society, the widening of the informational exchange system, the creation of the market of information and knowledge, the formation of the global information and communication space.It is generalized, that the process of new information society formation, where information flows between market participants are dominant,  transforms the main objective of the company: changing of the enterprise activity focus from production of goods and commercial efforts to promote them to establishing long-term mutually beneficial relationships with customers, government, partners, and society as well as within the organization and marketing communication is the major factor in the success of this process.

    • Authors: S. V. SHARKOVSKA
      Abstract: In the article the theoretical basis of the market of sunflower, highlights current trends in the market of cultural factors influence the marketing environment and the market prospects for its growth. The state and problems of formation of the market of sunflower seeds and identified key factors for the successful development of the sunflower.Sunflower is considered one of the few crops that are in high demand both in the domestic and foreign market, enables agribusinesses receive high profits.Sunflower seeds are used as a valuable food product and widely used by various sectors of the processing industry.One way to improve the efficiency of sunflower seed is the introduction of modern technologies and sunflower particular importance is the use of energy saving technologies, and on this basis, the growth of productivity. The analysis of efficiency of sunflower showed that: sunflower seeds has a stable demand at different times of the year, indicating that its high liquidity and attractiveness of exports; to ensure the growth of sunflower seed of great importance to the concentration of crops in regions with the most favorable terms; sunflower production in recent years is one of the most highly profitable production in agriculture.
School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
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