Кафедра маркетингу

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  • Матеріал
    Adaptation of Logistics Companies to Functioning under the Restrictions Imposed by Military Operations
    (WSEAS Transactions on Environment and Development, 2023) Olha Semenda ; Valentyna Shevchenko ; Safar Purhani ; Oleg Kharit ; Nataliia Krasnostanova
    The logistics system serves all areas of life it has a direct impact on ensuring national security. Except for the number of specific risks that logistics naturally faces, it is one of the first to feel the negative consequences of global crisis phenomena. A large-scale military invasion was the most significant test for the logistics system of Ukraine. So, the article aimed to evaluate the financial indicators of logistics companies to determine their ability to adapt to the restrictions imposed by military operations. The research involved the following methods: analysis of coefficients, taxonomic analysis, and matrix analysis. The study found that the studied companies have insufficient adaptation potential in the field of finance. It was determined that the low values of the adaptation potential are associated with the insufficient level of liquidity, financial stability, business activity, and profitability of the studied logistics companies. The main problems are caused by insufficient working capital to cover the current debt, low level of financial stability and independence, diversion of funds, and low profitability.
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    Analysis of government regulation system of business in Ukraine
    (Agenda Publishing House, United Kingdom, 2015) Рибчак, Віталій
    This article explores the main components of a modern system of state regulation of small business in Ukraine, analyses the most important prerequisites that provide small business development and, also, examines basic stages of business support model both on national and regional levels.
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    “Assessment of ecological and economic efficiency of agricultural lands preservation”
    (LLC “Consulting Publishing Company “Business Perspectives”, 2018-04-16) Семенда, Ольга Володимирівна ; Семенда, Дмитро Костянтинович
    The article substantiates the necessity to define and generalize the criteria for assessing the ecological and economic efficiency of using agricultural lands. Due to the transition of the agro-industrial complex to private forms of management, the problems of forming a strategy of rational, ecologically safe and sustainable development of land use in Ukrainian agriculture became of paramount importance. Therefore, systematic studies on the assessment of the ecological and economic efficiency of the agricultural land use need to be conducted. Harmonization of ecological and economic interests is of particular importance in the context of ensuring the conservation, resource-saving and reproductive nature of the agricultural land exploitation. A scientific study found that in Ukraine, the agrarian sector of the economy provides about 47% of GDP, but the question arises: At what price are these achievements given to us? Agricultural land development exceeds environmentally sound standards. Excessive cultivation of the territory leads to an annual increase of eroded lands by 80-90 thousand hectares. Land use is recognized as environmentally unstable, and there is a steady tendency to deteriorate the quality of soil. Each second hectare of cultivated land is erosion-hazardous, that is, these soils are subject to water and wind erosion. In this regard, it is recommended to introduce the world-wide experience of Climate Smart Agriculture (CSA), which provides an opportunity to provide food security to the country and to limit the negative impact of the environment, based on the introduction of organic production. It is proved that regardless of the size of farms and forms of management using resource-saving no-till technologies, enterprises received low cost of grown products, providing profitable activities. Ecological compatibility of the technology provides energy savings of at least 30% in comparison with traditional farming systems, the accumulation of not less than 30- 40% of plant residues on the soil surface after harvesting of the predecessor, provides protection of the soil from wind and water erosion by minimizing the amount and depth of technological operations. It is confirmed that the most widespread evaluation of the agricultural lands use is the evaluation of the results of their use through volumes of gross and commodity products, income, and production profitability. The criteria for the environmental effectiveness of agricultural land use should be: the degree of functional use of land resources, ecological stability, the level of anthropogenic loading, the degree of erosional feature of land, etc. According to the study results, it was established that one of the main areas of agriculture is the application of minimal tillage in crop rotation, i.e. resource-saving no-till technology. The economic feasibility of technologies based on the use of different soil tillage systems has been confirmed.
  • Матеріал
    Branding and Advertising on Social Networks: Current Trends
    (IJCSNS International Journal of Computer Science and Network Security, 2021-04) Семенда, Ольга Володимирівна
    The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion.
  • Матеріал
    Consumer protection when purchasing goods on the Internet
    (Journal of the National Academy of Legal Sciences of Ukraine, 2021-06-30) Семенда, Ольга Володимирівна
    Considering the global spread of the use of modern technologies, the Internet is increasingly gaining popularity as a platform for trading. That is why the need to protect consumer rights when buying goods via the Internet keeps growing. In particular, the author considers the problem of implementing consumer rights when purchasing goods in online stores in Ukraine and Moldova. The study showed that Ukraine and Moldova are gaining huge rates of development in the internet trade sector, which is further intensified in the context of the global COVID-19 pandemic and the introduction of lockdown. In this regard, the issue of compliance with consumer rights on the Internet is extremely relevant today. When studying the issue of consumer protection upon purchasing goods on the Internet, the author used a formal and logical method to determine the content of the main concepts, systematise the material, and obtain generalising conclusions within the framework of the subject matter. The comparative legal method helped identify trends and compare the legislation of Ukraine and the legislation of the Republic of Moldova in the context of consumer protection when purchasing goods on the Internet. According to the findings of the study, the legislative framework in the area of protecting the rights of consumers who purchase goods via the internet should be one of the priority areas of the world's states. With regard to the legislation of Ukraine and Moldova in this area, it should be noted that given that Ukraine and Moldova have European integration aspirations, which in particular is reflected in the ratification of the Association Agreement between Ukraine and the EU (European Union) of 2014, as well as the Association Agreement between Moldova and the EU of 2014, and the commitments made by these states to bring the legislation into line with the EU acquis, it is important to harmonise national legislation with EU standards in this area. In addition, the adoption of the concept of protecting the rights of consumers who purchase via the Internet is also important for Ukraine
  • Матеріал
    Consumer protection when purchasing goods on the Internet
    (Journal of the National Academy of Legal Sciences of Ukraine, 2021-06-30) Семенда, Ольга Володимирівна
    Враховуючи глобальне поширення використання сучасних технологій, Інтернет стає все більш популярним як платформа для торгівлі. Ось чому потреба в захисті прав споживачів при купівлі товарів через Інтернет зростає. Зокрема, автор розглядає проблему реалізації прав споживачів при купівлі товарів в інтернет -магазинах України та Молдови. Дослідження показало, що Україна та Молдова набирають величезні темпи розвитку у сфері Інтернет-торгівлі, що ще більше посилюється у контексті глобальної пандемії COVID-19 та запровадження карантину. У зв'язку з цим питання дотримання прав споживачів в Інтернеті є надзвичайно актуальним на сьогодні. Вивчаючи питання захисту прав споживачів при купівлі товарів в Інтернеті, автор використав формально -логічний метод для визначення змісту основних понять, систематизації матеріалу та отримання узагальнюючих висновків у рамках теми. Порівняльно -правовий метод допоміг виявити тенденції та порівняти законодавство України та законодавство Республіки Молдова в контексті захисту споживачів при купівлі товарів в Інтернеті. Згідно з результатами дослідження, законодавча база у сфері захисту прав споживачів, які купують товари через Інтернет, повинна бути однією з пріоритетних сфер держав світу. Щодо законодавства України та Молдови у цій сфері, слід зазначити, що з огляду на те, що Україна та Молдова мають європейські інтеграційні прагнення, що, зокрема, знайшло відображення у ратифікації Угоди про асоціацію між Україною та ЄС (Європейським Союзом) від 2014 р., а також Угоди про асоціацію між Молдовою та ЄС від 2014 р. та зобов’язань цих держав щодо приведення законодавства до Відповідно до законодавства ЄС, важливо гармонізувати національне законодавство зі стандартами ЄС у цій сфері. Крім того, для України також важливим є прийняття концепції захисту прав споживачів, які здійснюють покупки через Інтернет
  • Матеріал
    Content marketing as an effective component of business promotion
    (AD ALTA-JOURNAL OF INTERDISCIPLINARY RESEARCH, 2023) Пенькова О.Г. ; Zelic V. ; Dronova T ; Kabanova O. ; Travin V.
    The concept of a customer-centric business and the integration of digitalization strategies into company operations necessitate the creation of content that fulfills the objectives of both consumers and business owners. Moreover, stakeholders aim to reduce costs and enhance competitiveness. The primary objective of this article is to examine the significance of content marketing in business promotion. This will be achieved through an analysis of content marketing strategies employed by systemically important banks in Ukraine, encompassing various aspects such as strategies, approaches, techniques, and communication tools. Additionally, the effectiveness of these strategies will be quantitatively assessed. Methodology. The study employs a comprehensive systematic approach to analyze the content marketing strategies implemented by systemically important banks in Ukraine. This analysis is based on various methods for assessing the nature of content platforms, strategies, and approaches to content. Additionally, it considers elements related to content formation and development, internal components, the communication element, and the outcomes resulting from the implementation of these strategies. To quantitatively evaluate the effectiveness of content marketing in promoting businesses, this article utilizes SimilarWeb analytics tools. Specifically, Website Performance, Engagement, Channel overview, and Social traffic metrics are employed for this purpose. The findings reveal the integration of content marketing strategies employed by systemically important banks in Ukraine, aligning with business digitalization strategies that encompass the advancement of digital service models. The principal objectives of these bank strategies encompass the following aspects: 1. Automation of service processes and enhancement of customer self-service capabilities. 2. Reduction of operational costs associated with service provision. 3. Augmentation of product/brand/service awareness. 4. Decrease in the reliance on staff for service delivery. 5. Enhancement of operational efficiency. 6. Expansion of the customer base, fostering loyalty, satisfaction, and engagement. These goals represent key areas targeted by the banks' strategies, emphasizing the importance of content marketing in achieving them. The primary approaches employed for content development within the context of this study encompass structural and functional dimensions. Structural approaches involve organizing content based on customer segments and products, while functional approaches focus on categorizing content according to the functions of services, websites, and products. These approaches aim to create clear and transparent content that effectively conveys information about banking services. The production of content is aligned with the specific needs of target groups and segments of banking service consumers, taking into consideration their digital service requirements, particularly in light of the ongoing pandemic. Content marketing serves as a pivotal component of the overall digital marketing strategy for facilitating online communication by banks. It plays a crucial role in ensuring Website Performance and Customer Engagement, with particular emphasis on leveraging content from social networks to generate and maintain website traffic.
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    Developing a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises, Using the Policy of “Goodvalley” as an Example
    (Scientific Horizons, 2021) Penkova, Oksana ; Lementovska, Valentyna ; Sokovnina, Diana ; Korman, Iryna ; Semenda, Olha
    In the national economies of many countries, especially developing ones, agriculture represents a significant share of GDP. The relevance of the issue stated in the study is due to the fact that the marketing strategy of agricultural enterprises is the most important element of their management system, which contributes to the sustainable development of agriculture and provision of the population with better quality food products. The need to increase the competitiveness of agricultural enterprises among similar ones also contributes to the development of agricultural technologies for obtaining high quality and environmentally friendly products. The purpose of this study is to investigate the nature of a modern agricultural company’s marketing strategy. The leading method for investigating this issue is the empirical method, namely examining the practice of marketing strategy in agriculture. As a result of the study, it has been established that a marketing strategy in the agricultural sector should make an enterprise stand out from its competitors through non-price methods. This is primarily due to the peculiarity of agricultural products – they are quite homogeneous, standardised and subject to state regulation not only in terms of safety, but also in terms of conformity with their name. It has been revealed that due to current trends in modern society regarding the need for environmentally friendly production and healthy lifestyles, it is desirable to include these elements in an agricultural company’s marketing strategy. Serious work needs to be done to improve the brand image and the image of the producer. These marketing techniques enable an agricultural company to stand out from its competitors and keep prices and demand at the required level. The results of this marketing strategy make it possible to turn a standardised, uniform product from an agricultural producer into an exclusive, special, high-end product
  • Матеріал
    DEVELOPMENT OF DIGITAL MARKETING IN CONDITIONS GLOBALIZATION
    (Аспекти стабільного розвитку економіки в умовах ринкових відносин, матеріали ХVІІI Міжнародної науково-практичної конференції. 25 травня 2023 р. Умань: 2023. С. 103-104., 2023-05-25) Makushok O.V,
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    DIGITAL MARKETING AS THE BASIS OF MODERN BUSINESS
    (ХVII міжн. наук.–практ. конф. [Аспекти стабільного розвитку економіки], Умань, 2022. С. 63-64., 2022-05-26) Makushok O.V.
  • Матеріал
    DIGITAL-MARKETING AS A MODERN TOOL FOR PROMOTION OF GOODS AND SERVICES IN SOCIAL NETWORKS
    (ФІНАНСОВО-КРЕДИТНА ДІЯЛЬНІСТЬ: проблеми теорії та практики, 2022) Семенда, Ольга Володимирівна
    The article substantiates the expediency of using digital marketing to promote goods and services in social networks. The results of the analysis reflect the important role of digital marketing as the main tool in promoting goods and services on social networks, building loyalty and consumer confidence. The significance of external factors (the region where the goods (services) were entered; the level of economic development of the country; the quality of Internet coverage; Internet access for all segments of the population; the age of the audience, etc.) in choosing a marketing strategy through digital marketing. The difference between digital marketing and Internet marketing is given and it is determined that the concept of «digital marketing» is a broader concept and in addition to Internet marketing includes advertising and promotion through digital technologies. Based on the research of scientists, the concept of «digital marketing» is generalized and it is proposed to consider it as a means of promoting goods (services, brand, product) through the use of digital technologies to meet consumer needs. Based on the results of the study, proposals were made to determine the feasibility of using digital marketing to promote various types of goods (services) in various social networks using an integrated indicator of the applicability factor. The stages of building a digital marketing strategy are proposed. The expediency of conducting a preliminary marketing audit is determined, based on analytical data obtained through various services that act as digital marketing tools. In the context of the growing popularity of online shopping, there is also a large-scale competition between online stores. Therefore, in order to be customer-oriented and have its own loyal audience, the business must take into account the personal preferences of potential consumers who may become customers of the online store and / or brand.
  • Матеріал
    DIRECTIONS OF IMPROVEMENT OF MARKETING SYSTEM OF THE GRAIN INDUSTRY OF UKRAINE
    (Tallinn: Teadmus OÜ, 2022-04-01) ANDRII KHARENKO
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    ECOLOGICAL-ECONOMICAL ASPECTS OF THE USE OF NUTRITIOUS RESIDUES OF AGRICULTURALCROPS IN VARIOUS BUSINESS ENTITIES
    (Warsaw university of Life Sciences, 2020) Rybchak, Vitalii ; Doronin, Andrii ; Polishchuk, Olena
    The paper covers the analysis of the development of the crop output market in Ukraine which ensures both food security of the country and the production of alternative fuel. The preconditions of negative changes in agriculture of Ukraine were studied. High profitability of corn and sunflower production encourages producers to increase their sown areas. The analysis of the production of some agricultural crops was made in the years of 2000–2019. The challenge of the use of nutritious residues of agricultural crops is discussed in the paper. The estimation of the production efficiency of some kinds of agricultural products at farm enterprises of Ukraine for the period of 2009–2019 was made. Some ecological-economical aspects of the use of nutritious residues of agricultural crops to balance mineral crop nutrition and to manufacture bio-fuel were suggested.
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    Features of food market formation in Ukraine
    (Wydawnictwo SGGW, 2021) Rybchak, Vitalii ; Blenda, Nataliia
    The article examines the peculiarities of the formation of the food market of Ukraine and trends in its development. The actual capacity of the domestic market for certain products has been determined, taking into account the decrease in the average per capita consumption of certain food products by the population and the reduction in the population of Ukraine. It is established that the growth of gross output of agricultural products has improved the level of self-sufficiency in food in Ukraine. Meeting the needs of the population in food, within its purchasing power, is almost entirely provided by domestic products, except fruits, berries, and grapes. The level and dynamics of import dependence of the food market as a whole and in the context of individual product groups are determined.
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    Food Affordability and Economic Growth
    (TEM Journal, 2020) Rybchak, Vitalii ; Mudrak, Ruslan ; Lagodiienko, Volodymyr ; Lagodiienko, Nataliia
    The conducted correlation-andregression analysis revealed a close inverse connection between the functional characteristic "share of the expenditures for food and non-alcoholic beverages in the structure of the total expenditures of the households" and the factorial characteristic "GDP per capita by purchasing power parity, at constant prices". The response of the share of food expenditures in the structure of the total expenditures of the households to per capita GDP growth corresponds to the law of diminishing returns. The pattern is manifested in the long-term period.
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    Formation of Institutional Architectonics of The Regional Industrial Complex
    (Proceedings of the 35th International Business Information Management Association Conference, 2020) Chernychko, T ; Liba, N ; Penkova, O ; Nesterova, S ; Rybchak, V ; Vasylenko, O
    It has been substantiated in the article that institutional architectonics at the level of the economic system is extremely dynamic and changes both evolutionarily and revolutionary. The formation of relevant institutions and institutes occurs in parallel with the development of the economic system. Institutional architectonics defines the structure of institutions, which is formed as a result of coordination of economic entities actions, rules, norms, established traditions and perceptions of economic processes and the existing set of institutions that cause certain impact on the economic environment. It has been proved that in the context of deepening integration processes, the Ukrainian economy is forced to introduce its own market institutions, based on the principles of the Y type matrix, but adapted to Ukrainian realities within a short period of time. Approach to the formation of the institutional architectonics of the regional industrial policy of Ukraine has been proposed, which is based on a set of measures of a regulatory, compensatory and motivational nature aimed at solving applied problems related to ensuring the effective development of the regional industrial complex. It has been determined that an important element of institutional architectonics is the formation of a model of interaction and relationships, as a system of stable functional relationships between the basic institutions of the regional industrial complex. The characteristics of the following models of interaction and relationships have been analyzed: pluralistic, neo-corporatist and patronage. It has been determined that at the moment in the industrial sector of Ukraine the features of the patronage (paternalistic) type of model of interaction and relationships are predominant. The necessity of the transition to a neo-corporatist model of interaction and relationships has been substantiated, which is associated with the redistribution of powers between levels of government – central, regional and self-government.
  • Матеріал
    Impact of COVID-19 on Global Marketing Strategies
    (УНУС, 2024) Корман І.І.
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    Indicators of the level of food security in Ukraine
    (Wydawnictwo SGGW ul. Nowoursynowska 166, 02-787 Warszawa, 2020-09) Rybchak, Vitalii ; Nesterchuk, Yuliia ; Blenda, Nataliia
    The article analyzes the domestic and world methods of assessing the level of food security. The national peculiarities of food security are considered, its level in Ukraine is analyzed according to the indicators of daily energy value of human diet, consumption of different types of food per capita, food structure and food independence. The calculated indicators of adequacy of consumption for certain foods are quite low, in particular: fish and fish products; fruits, berries and grapes; milk and dairy products; meat and meat products. These indicators are evidence of an imbalance in the diet of the population, which is trying to provide their own energy needs through more affordable products. The key problem of food security in Ukraine today is the affordability of products. It is the low purchasing power of the population that in some way hinders the development of production and the economy as a whole.
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    INDICATORS OF THE LEVEL OF FOOD SECURITY IN UKRAINE
    (Warsaw university of Life Sciences, 2020) Rybchak, Vitalii ; Blenda, Nataliia ; Nesterchuk, Yuliia
    The article analyzes the domestic and world methods of assessing the level of food security. The national peculiarities of food security are considered, its level in Ukraine is analyzed according to the indicators of daily energy value of human diet, consumption of different types of food per capita, food structure and food independence. The calculated indicators of adequacy of consumption for certain foods are quite low, in particular: fish and fish products; fruits, berries and grapes; milk and dairy products; meat and meat products. These indicators are evidence of an imbalance in the diet of the population, which is trying to provide their own energy needs through more affordable products. The key problem of food security in Ukraine today is the affordability of products. It is the low purchasing power of the population that in some way hinders the development of production and the economy as a whole