Senior Lecturer of the Department of economics and marketing of the Academic institute of entrepreneurship and advanced technologies of the Lviv Polytechnic National University
Features and tendencies of the development of the services sector in Ukraine are highlighted. The article determines that despite the socio-economic instability in the country, the development level of the domestic services sector remains quite high. The reasons for the positive dynamics of the services sector are clarified. The authors note that the main reason for the active development of the services sector is its “penetration” into almost all types of economic activity. The role of the services sector is described. The growing role of the services sector is proven to be based on the global trends and the influence of a number of factors. It is due to the influence of trends that the services sector is diversifying. In turn, different types of services require the use of excellent management approaches, with marketing occupying a key place among them. The role of marketing as a factor in the modern development of the services sector in Ukraine is demonstrated through the prism of determining the features and the need to use its key tools and methods. The main tasks of marketing in the services sector are presented and characterized. The article proves that the role of marketing in the services sector is to maximize the satisfaction and optimization of the interests of consumers and producers through the use of modern marketing tools. The authors emphasize that for the service sector, marketing is a process of developing and promoting services designed to meet the specific needs of target market segments. Knowledge and understanding of marketing in the services sector allow not only maximizing the profits of economic entities by providing services that are in demand but also identifying the ways and directions of profits redistribution to improve the quality of services to better satisfy consumers, gain competitive advantage, and increase future profits.
service sector, marketing, marketing tools, service sector entities
The article highlights the main trends of the current state of Ukraine’s foreign trade in terms of exports and imports of goods and services. It is noted that in the current conditions of globalization, foreign economic activity is one of the necessary conditions for maintaining sustainable economic development of the country, increasing the welfare of its population, improving the quality and standard of living.The commodity structure of foreign economic activity of Ukraineis characterized. It is proved that the structure of Ukraine’s foreign economic activity is dominated by commodity orientation. Thus, in the total value of exports, goods occupy more than 80%, in the total value of imports – more than 90%. It is generalized that despite the socio-economic instability, the current state of Ukraine’s foreign economic activity remains at a fairly high level, which causes its close dependence on changes in external conditions. It is substantiated that the central role in determining the total volume of exports and imports of goods and services is occupied by the issue of pricing. The economic content of foreign trade prices through the prism of the main types of foreign economic transactions is highlighted. It is proved that the mechanism of formation of foreign trade prices is due to their economic content and the specifics of the components, which are clearly regulated by current legislation. At the same time, it is determined that the mechanism of formation of foreign trade prices in the implementation of export and import operations is excellent, due to their economic content and the specifics of the operations themselves. The main components of export and import prices are considered. A detailed description of the individual components of prices is given.It is generalized that despite the clarity of the definition of the main components, the formation of seller prices (exporter or importer) is influenced by contractual terms agreed between the subjects of foreign economic relations in accordance with the rules of Incoterms. In fact, the latter are intended to «simplify» the lives of participants in domestic and international trade transactions and contain a detailed description of the distribution of terms of responsibility between the buyer and seller for the goods and their delivery in foreign markets.
The event market has been developing in Ukraine for less than 15 years. It is a market with high competition, yet, according to experts, a low culture that requires research, study, and improvement. The article reveals the concepts: event industry, event technology, events, event management, event marketing, as well as describes the relationship between them. The event industry sector is studied based on the development of the creative economy in Ukraine. The conceptual model of event organization is built and the interrelation of its elements is investigated. The approaches to the practical application are described. The example of the State Enterprise “Arena Lviv” outlines the problems of development of the event industry in Ukraine in modern conditions, operating during the quarantine period associated with the prevention of the spread of acute respiratory disease COVID-19 in Ukraine. The article determines that in the quarantine period, the number of event measures decreased significantly, in particular, many planned activities were canceled or postponed. To hold events in compliance with all quarantine norms, the State Enterprise “Arena Lviv” proposed a new type and method of events - a project - a car cinema, where spectators stay in their cars and do not lose touch with art. Prospects and ways of further development of the event industry in Ukraine are described. The paper generalizes that for further development of the event industry in Ukraine, it is necessary to create conditions for the interpenetration of spheres that form the basis of the industry. It is determined that the government approaches to the development of the event industry should take into account the fact that the industry makes extensive use of human relations, so it is most vulnerable to emergencies and unusual social situations.
Anhelko, I. V., Oryshchyn, I. S., Popadynets, N. M., Zhuravel, Yu. V., & Nezveshchuk-Kohut, T. S. (2020). Theoretical and methodological principles of tourist attractiveness of territories. In Sotsial’no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-economic problems of the modern period of Ukraine]: Vol. 3(143) (pp. 43-47). DOI: https://doi.org/10.36818/2071-4653-2020-3-6 {re2021.01.100.001}
Anhelko, I. V., Lekh, I. A., & Pecherytsya, I. B. (2020). Suchasnyy stan vidkrytosti natsional'noyi ekonomiky Ukrayiny [The current state of openness of the national economy of Ukraine]. Visnyk Khmel'nyts'koho natsional'noho universytetu. Seriya: Ekonomichni nauky – Bulletin of Khmelnytsky National University. Series: Economic Sciences, 3(282), 21-24. DOI: https://doi.org/10.31891/2307-5740-2020-282-3-4 [in Ukrainian]. {re2021.02.205.006}
Anhelko I. V., & Lekh, I. A. (2020). Praktychni aspekty zastosuvannya marketynhovykh komunikatsiy v diyal'nosti sub"yektiv hospodaryuvannya. Visnyk Khmel'nyts'koho natsional'noho universytetu: Ekonomisni nauky – Bulletin of Khmelnytsky National University: Economic Sciences, 5(286), 11-14. DOI: https://doi.org/10.31891/2307-5740-2020-286-5-2 [in Ukrainian]. {re2022.01.072.007}
Anhelko, I. V. (2014). Metodychni pidkhody otsinky mizhnarodnoyi konkurentospromozhnosti krayin [Methodical approaches to assessing the international competitiveness of countries]. Visnyk Khmel'nyts'koho natsional'noho universytetu – Bulletin of the Khmelnytskyi National University, 2 (1), 205-209. [in Ukrainian]. {re2024.01.095.010}
Anhelko, I. V., Oryshchyn, I. S., Popadynets, N. M. Zhuravel, Yu. V., & Nezveshchuk-Kohut, T. S. (2020). Teoretyko-metodychni zasady turystychnoyi pryvablyvosti terytoriy [Theoretical and methodological principles of tourist attractiveness of territories]. In Sotsial’no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-Economic Problems of the Modern Period of Ukraine]: Vol. 143 (3) (pp. 43-47). DOI: https://doi.org/10.36818/2071-4653-2020-3-6. [in Ukrainian]. {re2024.02.133.010}
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iryna.anhelko@gmail.com
UDC 228.46:339.138; JEL L80, M37