IMMERSIVE TECHNOLOGIES AS A TOOL OF INNOVATIVE MARKETING IN THE FIELD OF BUSINESS ORGANIZATION

The permeability of all spheres of both economic activity and human life with digital technologies encourages the search for new marketing ideas necessary for the implementation of the product (goods, works and services). Today's consumer has become more demanding both to the product itself and to the ways of presenting it. Immersive technologies are becoming one of the tools that contribute to the formation of competitive advantages, especially the organization of business in the field of entertainment, as one of the areas of additional income in the field of hotel and restaurant services and marketing activities of enterprises. Digital transformation leads to the search for new initiatives that will be a tool to meet customer needs and a way to reach wider market segments. The process of digitalization must first be integrated into the economy of the whole state and the enterprise as a whole, and in all processes of production of goods, works and services. Digital-transformation of domestic enterprises will help to obtain additional competitive advantages both in the domestic market and in the international market. The formation of competitive advantages is associated not only with the maximum involvement of digital technologies in business. It is important to choose such technologies that will be most effective in the implementation of a particular type of enterprise, under certain conditions and in a particular environment. The expediency of using immersive technologies as a marketing tool is undeniable. However, in addition to tools, immersive technologies are important as a means of education, a separate milestone in the field of entertainment, a means of psychological influence and more. That is, the impact of this tool on the level of competitiveness of the enterprise in the environment of the demanding consumer is manifested: in the form of reducing the cost of attracting the client; active covert promotion through their use; improving the quality of the presented product (goods, works, services); ensuring the elasticity of the enterprise to the needs and requirements of consumers; the transition of the enterprise to an innovative type of development and active digitalization.

TOURIST BRANDING AS A MEANS OF REALIZATION OF STRATEGIC GOALS OF TRUSKAVETS RESORT DEVELOPMENT

This article describes the advantages and infrastructural features of the resort of Truskavets - the most developed spa resort in Ukraine. It is emphasized that this resort has a developed network of different types of accommodation: hotels, sanatoriums, boarding houses, villas, which have more than 26,550 beds. A wide range of medical and health services is provided. The marketing strategy of development of the city which includes formation of a tourist brand is developed. Based on the data of the SWOT-analysis, the operational goals and objectives for achieving the strategic goals of the resort development were determined. Comparing the goals and real changes, the achievements and problems of the resort were identified to achieve the strategic goal: "Truskavets is the capital of health. The leader among the balneological resorts of the world with the unique healing water Naftusya. Western Ukrainian Center for Medical and Cultural Tourism, Sports, Beauty and Longevity, with a developed infrastructure, high social and economic standards. " Many tasks have been affected by the Covid-19 pandemic, which has caused significant economic damage to the city. In addition, the development of the resort is hampered by negative factors related to the solution of issues at the legislative and administrative levels. The modern logo of Truskavets indicates that the uniqueness of the brand is based on water resources, but it does not fully represent the tourist and recreational potential of the city. In the minds of potential consumers, the city is perceived only as a place where you can improve your health. Mostly middle-aged and older people are interested in it, the city does not attract young people. In Truskavets, the range of services of the sanatorium-resort complex is expanding and the quality of service is improving. But, despite the developed system of accommodation facilities, the development of territorial tourist products is slow. The potential of the subregion and the surrounding centers of culture and tourism is not fully used. The material and technical base of Truskavets, in addition to medical and health tourism, allows to develop business, excursion, cultural and educational, entertainment, sports and other types of tourism.

FEATURES OF MODERN TOOLS OF INTERNET MARKETING

The article considers modern tools of Internet marketing as a set of actions aimed at attracting attention to the product or service sold by the company, and promoting the site in order to successfully sell the product. Theoretical foundations of Internet marketing and application of Internet marketing tools are defined and analyzed. Recommendations on introduction of innovative trends of Internet marketing in the operation of modern enterprises are developed. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, i.e. search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It has been determined that the use of Internet marketing tools helps to promote the brand, attract customers, conduct market research and perform many other processes. Conversely, significantly more resources would be necessary in an offline environment. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, at the same time Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to the new business conditions are catching up with new trends and think of a quality marketing strategy.

COST DISEASE PHENOMENON OF THE CULTURAL AND CREATIVE INDUSTRIES IN UKRAINE

The study of the analysis of the dynamics of indicators that characterize the current state of development of the creative industries sector of Ukraine was conducted to conclude the presence or absence of signs of "cost disease". The analysis was conducted at a high level of aggregation: distinguishing only two segments of the creative industries sector: cultural and creative. The study's relevance is that in a crisis in the economy, it is advisable to diagnose sectors that need support by attracting additional funding from the budget or private funds, as the losses that occur are long-term and difficult to compensate. The study aims to empirically verify the theoretical regularity of Baumol W.I., Bowen W.G. on the manifestation of signs of "cost disease" in the sector of creative industries of the economy of Ukraine based on available statistics. The study's methodology was to identify the symptoms of "cost disease" by comparing indicators of specific segments of the creative industries sector with indicators of macroeconomic dynamics. For this purpose, the time series of macroeconomic characteristics of the Ukrainian economy was used in work. Studies have shown the absence of signs of cost disease in the creative segment of the creative industries sector and the presence of two of the three signs in the cultural segment. In particular, the "lagging productivity" formed during the last five years has been revealed in the cultural segment. The second sign was also confirmed: "catching up" with wages, which is that wages in the cultural segment are growing faster than labour productivity in the diagnosed segment. Comparing the dynamics of the price index in the national economy and the cultural segment of the creative industries sector, we see that prices in the national economy grew faster than prices for services provided in the cultural segment of the creative industries sector. The third sign that indicates the presence of "cost disease" in the cultural segment - is missing. However, the specific income deficit in the cultural segment of the creative industries sector (which has a positive value due to one of the three signs of "cost disease") is offset by two other factors - "productivity lag" and "catching up" wage growth.

EVALUATION OF THE EFFICIENCY OF FRANCHISING IN THE HOTEL BUSINESS

The development of tourism is inextricably linked with the effective functioning of accommodation facilities, which in many countries form a significant share of gross domestic product. The hotel complex of Ukraine needs development and significant investment resources for reconstruction and bringing to international standards. Franchising can become an effective and efficient mechanism for conducting hotel business, which will reduce the risk of business activities, optimize investment, increase the level of hospitality services. The article analyzes the conceptual approaches to the organization of hotel business on a franchise basis in the Ukrainian market, explores the essence and mechanism of business processes on a franchise basis, outlines the economic relations between participants in such relations, identifies advantages and disadvantages of franchising for participants: franchisor and franchisees. In order to assess the effectiveness of opening hotels under franchise agreements, in addition to financial indicators based on discount estimates, it is necessary to take into account the additional benefits that franchisees will receive from consulting services of the franchisor, such as concessional lending, rent, transfer of contracts with suppliers and contractors. reduction of the period of reaching full capacity, transfer of the established business practice, etc. It is the transfer of an efficient business model that will reduce operational risks and guarantee high economic performance. The state and prospects of hotel activities in the conditions of activity restriction due to the COVID-19 pandemic are also considered. Crisis conditions of economic activity always give impetus to new ideas and development of new services. The vectors of further development are the informatization of most technological operations in the industry, and the optimization of operating costs, the formation of a new product, such as renting office space for business people who are ready to work and relax at the same time.

CURRENT TRENDS OF DAIRY MARKET DEVELOPMENT

The conducted research testifies to the significant influence of modern events on the dairy market development both in Ukraine and in the whole world. In the dairy industry of Ukraine, there is a significant crisis deepening: there is a tendency to reduce the number of cows and, consequently, reduce the raw milk production. Key indicators of the dairy industry continue to decline. The article covers the main modern market’s tendencies of dairy products development. The most important among them are: a significant increase in the weighted average price of raw materials for the dairy industry – raw milk; reduction of dairy products sales in general in small packages; increase in butter and hard cheeses consumption and gradual decrease in drinking milk consumption, fermented products, dairy drinks, as well as soft cheeses (cottage cheese); changing the range of desserts from drinking versions to versions of spoons, flavors, types of additives and forms of packaging; the use of cereal ingredients, crispy, muesli, which will play the role of a healthy snack; increasing consumption of healthy foods that increase resistance to disease; acquisition of lactose-free products’ new value; development of alternative plant-based products; growth of services via the Internet; increasing the role of "clean" label; introduction of new products and tastes that are especially appreciated by consumers; growing interest in long-ripening cheeses; sales growth in the "free from" segment; development of the natural yogurt market; special attention to the preferences of the elderly; the desire for more complex, interactive and green packaging of dairy products with additional features. Despite the deepening crisis in the dairy industry, the widespread introduction of various marketing tools, the introduction of innovations with an emphasis on organic dairy products, whose market is growing every year, will not only keep sales at the previous level, but while taking advantage of new dairy products’ consumer needs and new opportunities, redistribute income and expand the economic activity of dairy enterprises. And the adoption of Law № 6155 is a significant factor in improving the economic situation of food producers, establishing a fair distribution of value added in the producer-processor-consumer chain, ensuring food security and taking into account changes that comply with EU directives.

ASSESSMENT OF THE QUALITY OF THE ASSET POOL FORMED FOR SECURITIZATION IN THE CONTEXT OF ANALYTICAL PROVISION OF THE MANAGEMENT SYSTEM

The lack of an effective methodology for the analysis of asset securitization operations causes problems in the formation of a strategy for managing the process of financing the activities of the initiator of the securitization. The article substantiates the areas of analytical support of the management system in terms of asset securitization: the formation of financial and economic justification of the feasibility and feasibility of securitization of assets (study of potential investors and analysis of prospects for placement of securities; diligence); assessment of the original assets of the originator for the possibility of their securitization; identification of the impact of securitization of assets on the financial performance of the originator; assessment of risks associated with the use of securitization of assets); analysis of the quality of the asset pool generated by the originator for securitization; evaluation of the effectiveness of securitization operations for its initiator. It is also proposed to analyze the quality of the pool of assets generated by the originator for securitization, in the following sequence: assessment of the probability of default and the amount of expected losses on the pool of assets to be securitized; identification of factors influencing the early repayment of pool assets; assessment of the parameters of the formed pool of securitized assets, based on the analysis of its structure and the selected system of indicators; modeling of future payment flows in the pool of securitized assets, which provides the formation of analytical information to decide on the possibility of securitization using the assets available in the originator and diversification of risks through optimal concentration of assets.

INNOVATION MARKETING TOOLS IN THE ENTERPRISE MANAGEMENT SYSTEM

The article is devoted to the issue of managing innovative marketing in a modern competitive market environment. As a result of research has been established that innovations play a crucial role in ensuring economic growth. However, there is a problem of inefficient use of innovative marketing among domestic enterprises. The article considers the main trends in innovative marketing and clarifies the importance of managing the marketing activities of the enterprise. Among the main marketing trends were considered the following: digital, conversational and omnichannel marketing. New marketing technologies with elements of artificial intelligence and machine learning are considered, which include: predictive analytics, Programmatic platform, content management systems, SEO / SEM optimization tools, Big Data, ecommerce platforms, data collection and management tools, tag management, tracking unfinished sales. The most popular digital marketing skills in 2020 are identified: coding, development, video editing, copywriting, graphic design, software expertise, SEO / SEM experience, data analysis, marketing automation, software and project management. Due to the reorientation of the business towards customer-centrism, a special place in the publication is given to the indicators of customer uniqueness and the definition of the customer life cycle. Knowledge of the calculation of the customer's vital value is crucial for the marketing success of the business, allows to increase the consumer value of the company's services to consumers through a timely response to the interests and requirements of customers. The confidentiality of customer information is an important issue in the era of digital marketing, so the paper studies some technology and basic ways to identify and protect users' personal data.

IMPLEMENTATION OF QUALITY MANAGEMENT SYSTEM FOR PRODUCTS AND SERVICES IN UKRAINE

The problem stemming from the implementation of quality management system within enterprises is presented in this article. The quality of products is one of the most important criteria of enterprise’s performance. Thus, its improvement has significant impact on the growth of production efficiency and, therefore, economic growth. The functions of quality management system, such as quality planning, organizing work and encouraging employees to ensure product quality, monitoring and evaluating product quality and managing product quality, are discussed in this article. Ten groups of product quality indicators are distinguished according to its characteristics. It is identified that controlling is an essential function in the quality management process. The following controlling types facilitate the process of controlling: input control, ongoing control, operational control, acceptance control and inspection control. Nevertheless, the most effective method of quality assurance is the quality management system based on the international standards of the ISO 9000 series. Development of assessment indicators system for production performance and evaluation plays an important role in quality management. Based on the analysis of the indicators, it can be concluded that quality management is a coordinated management function related to the operation of the enterprise. Eight principles of quality management system are considered as well as factors which negatively influence the effectiveness and efficiency of the quality management system are identified in this article.

ANALYSIS OF INTERNATIONAL LABOR MARKET FUNCTIONING: STATE, PROBLEMS, AND AREAS FOR IMPROVEMENT

The labor market occupies an important place in the conditions of modern development of economic relations. It is an element of the economic system and the welfare of the nation, social stability and effectiveness of social and economic transformations depend on the results of its functioning. The problems of labor market functioning, employment and unemployment are among the most important socio-economic problems. Insufficient theoretical study of the problem and its huge practical importance determined the relevance of the research. The article analyzes scientific and methodological approaches to the formation of the mechanisms of labor market functioning in the world. The article considers its particularity as a market, where a special commodity ‒ workforce ‒ is sold and bought. The role of the state in the creation and regulation of the labor market is researched. The great opportunities and prospects for fuller human self-realization, which the labor market provides, with the application of the new system of recruitment, are shown. To achieve the goal of the study, the following tasks were set and solved: the basic concepts of the international labor market were examined; the description of the international labor market with the history of its issue was given; the principles of its functioning were formulated; the system of basic indicators of the population`s economic activity, labor supply and demand, as well as the international labor market conditions were formed; the issues of statistical monitoring of international labor market functioning were reviewed; the main trends in the development of the international labor market were identified and the degree of individual factors` influence on them was determined by regression analysis models.