MODERN APPROACHES TO ENTREPRENEURIAL MARKETING

The scientific article presents practical approaches to modern marketing in the commercial field. Market-oriented management focuses on the development of social marketing, therefore, the paper reflects the model of market-social activity evaluation mechanism. Of particular importance in this paper are the commodity, pricing, key and communication policy factors that influence the formation of consumer value. Developing a marketing excellence program in entrepreneurship involves combining the principles that marketers need to focus on in a competitive environment. Marketing competence ensures the formation of a customer-oriented communication-behavioral climate in the company. Entrepreneurial facility marketing management is based on the concept of modern marketing, which involves the formation of new market thinking, the development of communication links between the company and the market. Marketing management can be considered as a set of measures for the organization of production-key activities, based on market forecasting and research to maximize profits at the expense of meeting customer needs. Marketing management in business is related to the agreement between the company's capabilities and the requirements of the market environment to achieve the desired result. The article focuses on the principles that determine the effectiveness of marketing management - mutual benefit (ensuring financial sustainability and competitive advantage in the company's view) and strategic orientation, strategic orientation. Ensuring the ratio), demand individualization (activation of social network development mechanism - the role of personal marketing in the development of a market option adapted to individual individuals), marketing integration and benchmarking. With priorities, since the overriding of consumer interests and their advantages Awareness ultimately leads to flexible market positioning and legitimacy - public recognition.

THE COVID-19 PANDEMIC AND THE MENTAL HEALTH OF STUDENTS

The disease COVID-19, caused by the new coronavirus (SARS-CoV-2), was first detected in Wuhan, China in late December 2019, and, due to its high degree of virulence, it has spread rapidly around the world ever since. On March 11, 2020, the World Health Organization descried the situation as a pandemic, and in March 2020, a state of emergency was declared in Georgia. To limit the spread of the virus “lockdown” was ordered and, except in emergencies, the population was restricted from leaving home, the learning process in educational institutions was suspended, and all sorts of gatherings and public transport were put off. In these circumstances, as well as the risks associated with deteriorating health and economic problems, students also found themselves in a difficult situation in terms of getting access to education, caused by the transition to distance learning. The social category of students is characterized by an active lifestyle, a wide range of relationships and contacts. In consequence of the social distancing policies and measures implemented across the country to slow the spread of the virus, the reduction in contacts has given rise to feelings of loneliness and depression. The entire situation is likely to negatively affect the psychological well-being of students. It has been proven that high levels of stress among students are associated with low mental wellness, which in turn, may lead to poor academic performance and the emergence of social and psychological problems. Based on the abovestated, the aim of the present paper was to establish a link between the indicators of loneliness, depression and psychological well-being with students in the context of constraints caused by the COVID pandemic. Patient Health Questionnaire (PHQ-4), Loneliness Scale (UCLA) and Psychological Well-Being Scale (PWBS) were used for the purpose. Analysis of the results revealed that depression, anxiety and loneliness have a negative bearing on psychological well-being. The differences were analyzed in obedience to demographic characteristics.

ECONOMIC AND SOCIAL EXCHANGE OF PERSONAL DATA AND THE RISKS OF THEIR PROTECTION

For the economic sector, new technology and communication have become real challenges. Personal data has become an important key to penetrate new markets and several firms are specialized in their collections and sales. Using customer profiles, marketing departments make it easier for them to predict customer behavior and beat competitors. The free movement of goods, payments and data are increasingly common among countries and the protection of personal data is increasingly called into question. Notably, the postmandemic period has significantly increased the distance relationships and data exchange rates. This situation has also contributed to social media addiction. It should be noted that in such a period it is important to increase the level of awareness of Internet users and to be especially careful when issuing data. An important step has been the introduction of a new regulation (GDPR) in the personal data protection system since 2018, which has revised and refined the existing rules and regulations. Especially noteworthy are the Right to be forgetten and the right to data portability.

RUSSIA’S ENERGY EXPANSIONISM ON THE EXAMPLE OF NORD STREAM 2 IN THE EUROPEAN UNION

The modern world depends on energy, the consumption of which is increasing, while the use of resources is becoming more and more intensive. It should be noted that imperialist Russia makes excellent use of this opportunity, which is reflected in the expansion and strengthening of its sphere of political influence. As we know, all states hold energy policies based on national-strategic values and define national aspirations and priorities. Russia has a big amount of energy resources, which it uses quite purposefully. The main tool of the Kremlin’s expansionist policy is energy policy, which opposes European integration and increases its own role in the international arena. Despite the fundamental radical differences between the democratic West and undemocratic Russia, they still manage to find common preventive-cooperative relations in terms of energy policy. A clear example of this is the energy relations between Russia and Germany, which are complex and perennial. The Nord Stream 2 is a project of global importance that explicitly increases the EU’s energy dependence on Russia, which may not prove as beneficial to the Brussels side as it may do to the Moscow side. Both Putin and his governance system are using their country’s resources and geopolitics “dishonestly” to exercise considerable influence on political space around them, serving the national interests of Russia. Therefore, in the eyes of the developed West, Russia is perceived as an aggressor and an undemocratic country, which creates a negative political landscape for both the European Union and the international political arena. That is why such maneuvering of Russia is not positively understood by any of the powerful states of the world, as this very project is found to be an integral part of world politics. The United States also supports this view. The Nord Stream 2, followed by Brexit, is the first international project and it is literally a dynamic action on how the energy relations between the EU and Russia can be continued. At the current stage, Germany’s political actions are more profitable and productive for Russia than for the EU, since this case carries the potential for the energy sector of the two parties to become more integrated.

THE IMPORTANCE OF SOCIAL TOURISM DEVELOPMENT IN GEORGIA

Tourism is a global economic, social and cultural phenomenon of the modern world. Tourism meets human needs for cultural, physical, cognitive and spiritual development. Its key objectives are determined by specific social and cultural functions. In terms of the financial backing, tourism is divided into two types: Commercial (based on personal or corporate funding); Social (based on state or charity funding). Commercial tourism is focused on making a profit by travel companies, vital to their further expansion and development. In the process of profit maximization, companies try to find the optimal ratio between costs and tourism product prices. The tourism services, they offer, are mainly focused on high and middle income individuals, who can afford to fully cover their travel expenses. Social tourism is subsidized from the opportunities allocated to meet the social needs essential to creating travel opportunities for students, young people, retirees and veterans. This category of people, as the least able-bodied segment of the population, is provided with the appropriate opportunities by the state and nongovernmental organizations, or charitable foundations. This position is reinforced by the Manila Declaration on World Tourism, which states that “social tourism is a goal that society should pursue in the interests of those citizens who are least privileged in exercising their right to leisure”. The concept and types of social tourism are different in different countries. In some countries, civil servants, the military and other categories enjoy the opportunity to travel at the expense of the budget, while in others it is subsidized, for example, by trade union funds. Companies that arrange such tours receive subsidies from the state, which allows them not to raise prices during the holidays. The paper discusses the positive experience of developed countries in implementing social tourism development programs, the classification of target population groups in social tourism, development prospects in this field of tourism and positive factors.

THE PECULIARITIES OF OPENING THE REHABILITATION PROCESS IN THE CONTEXT OF GEORGIAN AND JAPANESE LAW

The article "Peculiarities of opening the Rehabilitation Process in the context of Georgian and Japanese Law" discusses the beginning of the rehabilitation process by a legal-comparative method, Georgian legislative novelty, and vague norms that need to be refined in the Georgian reality. Effective insolvency legislation is a key tool for maintaining economic stability, the government also has an important role and responsibility to create a legal framework that will help maintain the viability of the enterprise in times of financial difficulties. It is clear that during the elaboration of the new law of Georgia "On Rehabilitation and Collective Satisfaction of Creditors" (enacted on April 1, 2021), significant research was carried out by the group. “Legislative Guide to Insolvency Law" by the UN Commission on International Trade Law (UNCITRAL) was studied, as well as International Principles on “Effective Insolvency and Protection of Debtor and Creditor Rights” developed by the World Bank. The new law clearly outlined the role of rehabilitation as a target and named the debtor's rehabilitation as the country's priority. Moreover, its purpose is to encourage timely appeal to the court. The enactment of the law has eliminated the shortcomings that, in many cases, significantly delay the process. It should be noted that a lot of attention was paid to Japanese law during the drafting of the bill, as according to the World Bank, it is in the top three countries in Insolvency Law. Based on the court rulings, the article presents the obstacles to the rehabilitation process in theoretical and practical terms, discusses the vague norms of the new legislation of Georgia, and offers modern visions of regulation.

THE SO-CALLED “CYANIDE CASE” IN GEORGIAN MEDIA

Religion and related aspects are a very sensitive issue both in Georgia and in the world. Consequently, incorrect coverage of such issues may lead to the escalation of strong public controversy and conflicts. As the media is generally considered to be the best tool for shaping public opinion, the journalist must take into account ethical norms and relevant legislation in the process of covering these issues as well as be guided by internationally accepted standards of religious coverage. Digesting religious topics and preparing a media product on related issues have become especially persistent in Georgia in recent years, as the number of religious crises and conflicts has increased significantly. In this regard, our paper is dedicated to exploring one of the crucial events in Georgia: the so-called “Cyanide Case”. We will endeavor to reveal the angle from which the Georgian media covered the crisis. As unimaginable as it may seem, it was the manner of the request for the accused clergyman to receive the rite of communion, including the making of this request by atheist celebrities at the rally, that triggered the discrimination against the church. It is noteworthy that after calling for providing Giorgi Mamaladze with the communion, the attack on the church continued with another request to make a demand to His Holiness and Beatitude Illia II of Georgia to mediate with the President to grant a pardon to the Dean in parallel with the deteriorating health of the clergyman. In due time, they were forced to at least acknowledge the power of the Patriarch’s word. One could not easily forget one simple detail of Georgian law providing for the initiation of early release due to deteriorating health; though, the authors of this request needed to create the image of a persecuted person by the church through the arrested Dean.

AGENCIFICATION IN THE EDUCATION SECTOR OF GEORGIA

Agencification has been a recent trend on the agenda of public administration reforms in a number of countries. The concept of Agencification implies the rearrangement of the relation between the central government and the agencies as a result of delegation of tasks. Agencification process has been mostly driven by international organizations such as the OECD, IMF and the World Bank with the aim to introduce a “business-like” efficiency-oriented model in public sector in order to improve the performance and to raise the accountability. The following study explores the Agencification processes in the education sector of Georgia. Six agencies operating under the aegis of Ministry of Education and Science of Georgia have been examined. The empirical study shows that the relationship between the Ministry and the studied agencies goes beyond the classical model of principal-agent relationship and is based more on collaboration and cooperation principles. Shortcomings regarding the legal framework, old-fashioned performance measurement and performance management methods, constant reforms and structural changes put challenge to Agencification process. Furthermore, in the context of Georgia, there is no evidence that external actors – international organizations had an impact on the Agencification process in this very specific policy field. It was more an internal decision.

PROBLEMS ARISING DURING THE IMPLEMENTATION OF N2008 /48 / EC EUROPEAN DIRECTIVE

Since the Association Agreement, the countries have been obliged to implement a number of laws, and the implementation of the implementation in different ways has caused many problems and legislative differences. This paper discusses the problems arising during the implementation of the Directive of the European Parliament and Council N2008 / 48 / EC "On consumer credit agreements", both in Georgian and in other countries and in international law. The article presents the problems that have arisen during the development of the Directive and the international strategies that annually announce certain shortcomings and issue recommendations for solutions. In addition to international strategies, the Action Plan for European Integration of the Parliament of Georgia for 2018-20201 is discussed, according to which the problems are not only evident at the implementation stage, but also indicate a general malfunction of the executive structure and imperfect staff. The plan shows the low quality of compliance with international standards, and as for the directives, their novelty is clearly felt in the Georgian legislation and, therefore, it needs to amend a number of norms. It is noteworthy that legislative novelty is also problematic in practice, and we still find scarcely solutions where the dispute is resolved by consumer law. In addition to Georgian law, this problem is also mentioned in international practice, for example in relation to certain terms, which are given in a very broad definition in the Directive. In particular, their uncertainty leads to their own interpretation by states and judges, which ultimately leads to different practices. Such a difference is detrimental not only to the customer, who is not required to be aware of the essence of the norms, but also he can not understand how the dispute can be resolved and can not even understand what words can be used by the parties to the contract, obligations.