FEATURES OF MARKETING ACTIVITY IN THE MODERN CONDITIONS OF A PANDEMIC

Introduction. In the complex conditions of the pandemic, e-commerce, as world experience shows, is gaining considerable weight and reaches a very new level. A number of powerful online stores are moving from online trading to offline trading. The objective reality of the domestic economy is the functioning of commodity markets in its system, economic relations in which are characterized by the dominance of the producer or seller over the consumer. In the context of globalization, the problem of economic growth becomes especially important. The problem of the COVID-19 pandemic could not but affect the rate of economic growth. In such difficult conditions of the pandemic, e-commerce, as world experience shows, is gaining considerable weight and reaches a very new level. A number of powerful online stores, such as Rozetka and Makeup, are selectively moving from online trading to offline trading through separate sales channels. Based on this, the main purpose of research is to determine the features of marketing activities in today’s pandemic, in particular the rationale for the transition from offline to online commerce. Results. E-commerce is an economic field that includes all types of Internet transactions. The share of e-commerce is steadily growing in Ukraine. With 18.7 million Internet users in Ukraine, the share of e-commerce is only 7.2 percent, which in itself is a paradox. The number of Ukrainian buyers on the Internet is growing, but the rate of such growth is much lower compared to developed Western countries. Currently, the economic situation is such that such online stores Rozetka and Makeup, remaining leaders in online commerce, are moving to online commerce in order to develop additional sales channels. The trend of further development of e-commerce has a stabilizing effect on the development of the global economy. There is a formation of a single information space with the creation of appropriate conditions for open competition of goods and services. Therefore, every business must develop in both directions. And e-commerce has every reason for active implementation in the domestic market. Conclusions. The share of e-commerce is steadily growing in Ukraine. Leading online stores remain the leaders in online commerce, moving to online commerce in order to develop additional sales channels. Thus, e-commerce has every reason for active implementation in the domestic market. But there are a number of problems, although the forecasts are positive and e-commerce with a certain change in the behavioral factor will take a worthy place in the structure of the national economy and people’s consciousness. Thus, e-commerce has every reason for active implementation in the domestic market. But there are a number of problems that hinder the development of e-commerce. Although the forecasts, as world experience shows, are positive and e-commerce with a certain change in the behavioral factor will take a worthy place in the structure of the national economy and people’s consciousness. Key words: marketing, activity, commerce, electronic, offline trade, offline trade, market.

RESEARCH THE CONTENTS OF THE ECONOMIC CATEGORY «NETWORK STRUCTURES»

Introduction. High efficiency of functioning of network business structures, in comparison to traditional forms of entrepreneurship organization, their adaptability and mutual interest of all participants of relations in achieving the goal, led to a great interest in the network form of entrepreneurship organization by scientists and their practical implementation. The purpose of the article is to clarify the essence of the term «network structure» based on the definition of its essential features and associative concepts from the standpoint of institutional, collaborative and coordination approaches. Results. The semantic network was constructed as the analysis result of the concept of «network structure» using the content analysis method implemented in the software product TextAnalyst that characterizes the key categories that are related to the essence of the concept of network business structure. It is determined that associative concepts of network structure are: organization, interaction, association, management structure, a form of management, coordination, cooperation, alliance, structured population, integration, corporate structure, relations, coalition. Using the content analysis three approaches to explaining the essence of the concept «network business structure» were distinguished: institutional (according to which the network structure is considered as the organizational structure of the company), collaborative approach (network structure as a system of interconnections between structural elements) and coordination approach (network structure as a form of managing peer-to-peer entities to achieve common business goals). Conclusions. Based on the integration of selected approaches to explaining the essence of the concept under the network business structure, it is proposed to understand the hybrid form of interaction of business structures that operate on the basis of quasi-integration forms of control in order to achieve a synergistic effect in the realization of common economic interests. The proposed concept, unlike the existing ones, is based on a comprehensive consideration of the stages’ peculiarities of network forms development of business activity and reflects the essential features of an institutional, collaborative, coordination approach in the functioning of business structures. Keywords: network structure, hybrid structure, management, coordination, cooperation, quasi-integration.

COMMODITY EXCHANGE AS AN INNOVATION-INSTITUTIONAL ELEMENT OF THE DEVELOPMENT OF INTERNATIONAL COMMODITY MARKETS

The article examines the role of the commodity exchange as an innovative and institutional element in the development of international commodity markets. The current trends in the development of the international commodity stock market have been determined, compared to the volumes of world futures and options for 2018-2019, the number of outstanding contracts and their changes have been investigated. The transformation processes inherent in the international commodity exchange are considered and characterized. The structure of the international stock market by geographical regions is reflected. Trading volumes in different regions of 2019 are compared to 2018. Analysis of futures, options index of the capital index, interest rate trading, energy futures, options trading and precious metals trade have been done. The results of the world's largest stock exchanges by volume of trading in 2018-2019 are presented. One of the criteria examined is the volume of trading on the Intercontinental Exchange, which is due to the lower level of activity on all its subsidiaries in Europe, North America and the Asia-Pacific region. The current state of stock exchange trade in Ukraine is analysed, examples of obstacles for the effective functioning of stock exchanges of Ukraine are given. The development of commodity exchanges in Ukraine over recent years is considered, with an indication of the tendency of their development. Examples of commodities are indicated that will be used for the development of the commodity stock market of Ukraine. The statistical information on the number and structure of exchanges by specialization, their characteristics and role are investigated. The conclusions on the stock role market in an economy have been formed. The international experience of trading on the exchanges is generalized. The evolution of the stock market from the fair to the modern electronic stock market with its advantages and convenience is noted. The conclusions of the development of stock exchange trade in Ukraine are summarized: namely obstacles to its development and misunderstanding of advantages. Suggestions for successful development of stock exchange trading are given in accordance with world experience and national peculiarities. Key words: commodity exchange, futures, option, stock trading, international commodity exchanges, agricultural products, market infrastructure, stock exchange.

ECONOMIC SECURITY MANAGEMENT OF AGRICULTURAL ENTERPRISES AT THE REGION

The purpose of this article is to study theoretical approaches to definition of economic essence and directions of economic security formation of agricultural enterprises at the region. Analysis of the theoretical aspects of the research object showed that currently there are different approaches to the economic security interpretation. It is considered as a process of meeting public needs, protection of the state national interests, the economic stability, the state of the national economy, in which the country provides its own sovereignty, a state of protection against a certain type of threats. Certain realities of a market economy require fundamentally new approaches to the formation and increase of efficiency of agrarian enterprises functioning, and thus ensure their economic security. In the context of the latest scientific dimensions, it has been found out that the economic security of agricultural enterprises is a complex of sophisticated branched processes, methods, tools, levers of influence on activity for the purpose of increasing the economic activity efficiency of entities. In this regard, there are many different opinions regarding the components of enterprises economic security. It is proved that the economic security of enterprises is characterized by certain features in the regional context of their formation and application to agricultural production. The proposed model Forsythe technology modernization of a regional mechanism of economic security at agricultural enterprises will allow to determine more efficiently the volume of investments, tax burden on the industry and crediting enterprises, depreciation deductions etc., which will effectively affect the activity of the enterprise, and hence ensure its basic – economic security. Keywords: economic security, agricultural enterprises, natural conditions, fixed assets, information security, financial security.

DEVELOPMENT OF MILK PRODUCTION IN UKRAINE AND ECONOMIC SUSTAINABILITY OF THE DAIRY COMPLEX

The aim of the study was to develop theoretical, methodological and practical foundations for achieving the economic sustainability of dairy products by enterprises. The structure of the dairy subcomplex in terms of supply chain management is disclosed. This methodological approach made it possible to outline the external environment of the milk production and the dairy industry as a whole. We consider the category «economic sustainability» as the system ability to maintain its working condition in order to achieve the planned results in the presence of various perturbation effects (destabilizing internal and external factors). The starting point was the hypothesis that the economic sustainability of the dairy subcomplex as a whole depends on the economic sustainability of milk production entities (agricultural enterprises and households). Comparing the profitability level that has the potential to provide dynamic economic stability with the average in the dairy industry proves - without active state support the dairy industry in Ukraine is in danger of phasing out. The analysis of economic practices in Ukraine (in particular, data of the State Statistics Service) allowed to formulate the author's vision of the directions of achieving the dairy sub-sector of the state of dynamic economic stability. They include: the development of industrial dairy cattle as opposed to the dominance of small-scale production; changes in pricing policy, as well as the calculation of government subsidies by reformatting approaches to determining the cost of milk production, which will allow to adjust the reproduction system of own livestock and will increase the profitability of the dairy industry; achievement of higher quality of dairy raw materials by means of logistical re-equipment of farms, improvement of personnel qualification, provision of high sanitary standards, improvement of veterinary services; diversification of milk distribution channels in order to reduce the market power of the processing industry enterprises. Key words: milk production, economic sustainability, dairy subcomplex, industrial cattle breeding, dairy cattle breeding.

MANAGING PUBLIC PROCUREMENT APPEALS

Introduction. The main purpose of the public procurement system is determined by the need to ensure efficient use of budget funds in the development of competition, transparency and openness of the procurement process organization. The purpose of the research is to conduct the process analysis of contesting the public procurement procedure by tenderers. Results. The authors argue that evaluating the dispute resolution effectiveness between the complainant and the customer on the basis of the balance of rights, interests, and objectives of the procurement law is, in practice, an extremely difficult issue that must be resolved in each individual case. The specifics of determining the procurement subject by the customer are highlighted in such a way as to preserve the right to choose the product that suits him best and not to buy the cheapest existing product on the market, such as paper according to certain parameters of density and level of linen. But if the customer has already defined in the tender documentation technical and the qualitative characteristics of the procurement subject, he has no right to further deviate from them when selecting the winner. It is proved that the appeal procedure is created specifically to ensure a quick and professional settlement of conflicts between the participant or potential participant of the procurement procedure and the customer regarding the actions of the customer, which violate the right of such participant in the procurement procedure and the conclusion of the contract with the customer. Attention is drawn to the appeal terms of the tender documentation claim being challenged and the possible addition of justification for the need to amend the conditions of the tender documentation with the opportunity to give additional evidence. Conclusions. From the moment of the procurement contract conclusion between the state customer and the successful tenderer, classic private legal relations emerge, and consequently, after the conclusion of the procurement contract for public funds, which is the final stage of the procurement procedures, civil rights and obligations arise between the parties, and consequently civil rights and obligations arise to appeal the procurement procedure. Keywords: public procurement; body of appeal; tender documentation; the subject of the appeal; legislation on public procurement.

CURRENT STATE OF FINANCING ENVIRONMENTAL MEASURES IN UKRAINE

Introduction. The processes of globalization and social transformation have made environmen-tal conservation a priority, and therefore require some action to be taken to address environ-mental issues and the rational use of natural resources. The solution of the existing problems depends to a great extent on the functioning efficiency of the financial security system established in the country, the established composition and the volume of financing sources and certain directions of their use, which necessitates their scientific-based analysis. The purpose of the study is to investigate the state of financing environmental measures in Ukraine, to study the directions, dynamics and structure of costs for environmental protection, identifying features of financing environmental protection. Results. The comprehensive analysis of the dynamics of costs for environmental protection and rational use of natural resources is carried out. The main components of environmental expenditures are identified. Costs for environmental protection and rational use of natural resources by financing sources have been structured. The dynamics and structure of capital investments by nature conservation measures are investigated. The dynamics of the share of expenditures for environmental protection and rational use of natural resources in the GDP of Ukraine, as well as the share of capital investments (environmental) in the structure of capital investments of Ukraine are analyzed. The features of the current state of financing environmental protection and rational use of natural resources are highlighted. Conclusions. The results of the research made it possible to identify the main problems in the field of financial support for environmental protection and to outline the ways of their solution. The necessity of investments mobilization into nature protection activity is proved through development of appropriate means of economic stimulation and their legislative fixing, which will allow to solve the problem of financial support of environmental protection by diversification of financing sources. Keywords: costs for environmental protection, environmental activities, environmental measures, recurrent costs, capital investments, cost structure, financial support.

MARKETING OF TELECOMMUNICATION AND INFORMATION TECHNOLOGIES: WORLD AND NATIONAL DIMENSIONS

Introduction. The development of the information and communication technologies (ICT) market creates the conditions for further growth of other sectors of the economy. ICT companies provide companies, individuals and government with software, Internet, mobile and fixed communications, and so on. The purpose of the article is to study the current state of the ICT market in the world and in Ukraine, to identify major trends and threats for further development of the ICT market. Results. The ICT market is one of the largest dynamically developing markets in the world. Research conducted by leading consulting companies in the world shows that after 2020, the market can grow from 13 to 33 trillion and the blockchain market to 3.1 trillion $. International Data Corporation emphasizes that digital technologies and solutions can reach 60% of global GDP by the end of 2022. The world leader in the number of ICT corporations is the United States, with headquarters of the 65 world's largest companies, 20 in China, Taiwan - 17, Japan - 14, South Korea - 6, India - 5 companies. The IT services market accounts for 0,5% of the global IT services market. In Ukraine there are 125 registered self-employed individuals that are used by large companies to optimize their tax burden. Income of such American ICT companies such as Apple, Amazon, Alphabet, Microsoft significantly exceeds the size of the state budget of Ukraine, and part of the revenues from the ICT market occupies only 4,5% of GDP, which is clearly insufficient and is evidence of an economic development lag. Conclusions. The imperfection of domestic legislation, the lack of incentives for ICT organizations, the possibility to monopolize the market, the insecurity of the interests of individuals and private companies do not stimulate foreign investments in this sector of the economy. In spite of this, Ukraine has a great potential for its growth, for which it is necessary to develop a national concept and model for the development of the ICT market, to restrain the departure of specialists abroad, to ensure the implementation of the business-state partnership strategy, etc. Keywords: telecommunications market, IT market, telecommunications market and IT services, marketing research, investments, ICT companies.

COMPETITIVE STRATEGIES FOR INNOVATION AND INVESTMENT DEVELOPMENT OF AGRICULTURAL PRODUCTION ENTITIES

Introduction. Ensuring the sustainable development of domestic agricultural producers involves achieving and maintaining a sufficient level of economic efficiency and competitiveness for the implementation of expanded reproduction. This, first of all, implies the formation of an appropriate level of competitiveness through the creation of sustainable competitive advantages of products and manufacturers. This process is impossible without attracting investment resources and introducing innovations in order to create competitive advantages, strengthen market positions and increase the level of concentration of productive capital. The latter necessitates a comprehensive strategic planning, which would be based on the innovative orientation of investment activities. The purpose of the article is to form theoretical and methodological and applied principles of competitive strategies formation of innovation and investment development of agricultural production entities. Method (methodology). Methods of comparison, analysis, theoretical and logical generalization are applied in the course of research. The dialectical method of research became the methodological basis. Results. The author’s vision of the definition of “competitive strategy” is offered in the article. The classification of competitive strategies is developed. A model of a strategic rhombus is proposed as a theoretical basis for determining areas for improving the mechanisms of managing the competitiveness of agribusiness entities, which includes five elements: arena; conductor; differentiators; sequence; economic logic. The proposals of applied character concerning realization of competitive strategies of innovative-investment development of subjects of agricultural production are substantiated. Key words: competitive strategies, subjects of agricultural production; innovation and investment development; competitiveness management.

REGULATION OF THE CIRCULATION OF AGRICULTURAL LAND: SEARCH FOR A UKRAINIAN MODEL

Introduction. The prerequisites for the circulation of agricultural land in Ukraine are considered in the article. The attention is paid to the peculiarities in comparison with other countries, which is important when choosing the Ukrainian model of the circulation of agricultural land. The purpose of the article is to study systematically the existed agricultural models of the circulation of agricultural land in the world and to determine the most appropriate one for Ukraine in the current geopolitical conditions. The results of the research. The classification of the agricultural land circulation models is proposed for the entities that can be market participants. The determined components that need clear regulation in the Ukrainian model are identified on the analysis basis of agricultural land circulation models existing in different countries of the world. These include entities that may be market participants; presence or absence of special entities; presence or absence of priority for the purchase of agricultural land; maximum area of agricultural land that can be privately owned by one person; food security mechanism; state mechanism of market regulation. The influence of each component on the market model in different countries is considered. It is proved that all countries whose market models are considered successful have a high level of state regulation aimed at protecting of national interests and supporting of domestic family-type farms. The conclusions. A village-saving model of agricultural land circulation has been proposed for Ukraine, which involves giving farmers a priority in the purchase of agricultural land, the creation of a State Land Bank and a State Reserve of agricultural land that cannot be transferred to private property to guarantee the country's food security. Keywords: agricultural land circulation, land market, moratorium, market model, agricultural land circulation model.