The article provides the methodological recommendations for the formation of the identification profile of territorial community. It is determined that the identification profile of territorial community is a tabular-graphical representation of the relationship of its main characteristics, which allows to combine unique features of community and make their correct comparison in different planes, as well as to form a list of title uniqueness within the region. Its main attributes are a systematic list of criteria for identifying the local communities, measurement scale, ID-point and deviation curve. As an informative title of the profile it is proposed to use the digital code of territory in accordance with the Codifier of administrative-territorial units and territories of territorial communities. The sequence of steps to build the identification profile of territorial community is determined, the peculiarities of their implementation are revealed. A list of 16 criteria for the identification of territorial communities is formed, according to each of which analytical values are systematized and a measurement scale is developed. Data verification was carried out on the example of Novopskov territorial community, for which an identification profile with marked ID-points and outlined curve of deviations was built. Practical testing of methodological recommendations for the formation of the identification profile of the local community allowed to draw conclusions about the possibility of using them as an effective tool not only to identify the unique features of the local community, but also to ensure quality development planning and timely adjustment of existing long-term programs and projects. The directions of further use of the identification profile of the territorial community are developed and offered. A scientific and methodological approach to comparing the results of identification in the plane «community - region» in order to form a list of title features of each territorial community uniqueness within the region. It is noted that it provides for the formation of DISTINCTIVE-identification profile of territorial communities of the region as their generalized identification profile, the construction of which is based on systematization (by the system of predominant numbers) of identification results of each community in the region. It is substantiated that such an approach allows to simultaneously recognize the distinctive features of territorial communities and to generalize the most atypical (title) of them, forming a unique image of the region as a set of unique communities. Features and stages of its construction are determined. The proposed scientific and methodological approach was used to build a DISTINCTIVE-identification profile of territorial communities of Luhansk region and identified a list of title features of the Novopskov territorial community uniquenes. According to the results of the approbation, the accents for local self-government bodies to ensure better planning of the development of the Novopskov territorial community were determined.
The paper aims to analyze the dynamics and trends in structural-technological changes across the levels of production performance and sectoral structure of the economy in terms of determining the smart specialization development perspectives in Ukrainian regions. Special attention is paid to the fact that nowadays European countries are intensively using smart specialization strategies (S3) to accelerate innovative development, carry out structural-technological modernization, and improve regional competitiveness. The experience of EU Member States in smart specialization directed at abandoning the traditional policy of public support of certain economic activity types to support technological innovations in the most promising economic sectors is analyzed. The paper focuses on the evaluation of structural-technological changes in the economies of Ukrainian regions. The technological structure of manufacturing in Ukrainian regions is evaluated across three main production levels: high-tech, medium-tech, and low-tech. The fact that the dominating share of production in the structure of manufacture of Ukrainian regions belongs to medium- and low-tech levels, which does not correspond to global trends, is emphasized. Regional distribution by the share of high- and medium-tech products in total production, the dynamics of structural changes in Ukrainian industry by the production performance level, and sectoral structure of GVA in the context of determining the smart specialization of regional economies are analyzed. Special attention is paid to the main tasks of improving the structural policy efficiency towards the development of regions based on smart specialization. The paper argues that the analysis of technological and sectoral structures of the economies of regions in the context of smart specialization testifies to the need to develop an active public position regarding the introduction of a range of measures of public regional policy, structural policy, and a range of sectoral policies.
Given that Ukraine has set a course to build a European model of strategic planning for regional development, it is high time to adopt a new regional development policy, which would take into account the specialization of the region and be multilevel, innovation-oriented, and aimed at strengthening the competitive advantages of regions. The purpose of the article is to substantiate the theoretical and methodological principles of implementation of the smart specialization model in the domestic practice of regional development strategy development. The article considers the theoretical and methodological aspects of a regional development strategy based on smart specialization. The essence features and expediency of the introduction of reasonable specialization at the regional level are emphasized. The dual nature of its functioning is revealed, namely: as a tool of regional development policy and as a concept (technology) of determining priorities for policy development to maximize the innovation capacity of the region. The principles of regional strategies development based on smart specialization are given. The paper provides a vision of developing a regional strategy based on smart specialization, which provides a logical sequence of stages, with a clear definition of tasks, a list of scientific methods, methodological approaches and principles. The ambiguity of the concept of smart specialization is emphasized and the existence of several methodological obstacles to the implementation of smart strategies is substantiated, namely, it is not obvious whether regions with different levels of economic development will benefit equally from its implementation. The paper proves that despite several problems, the solution of which lies in finding a balance of interests in the interaction of government, business, academia, and society, the introduction of smart specialization in the domestic practice of regional development strategy development has no alternatives.
The paper characterizes the scientific capacity of Ukrainian regions across the number of organizations involved in R&D, number of employed in R&D, and R&D expenditures. The trends towards the reduction of the number of R&D organizations in Ukraine and the number of employed in R&D are detected. Six scientific centers with the strongest development capacity are determined – Kyiv and Harkivska, Dnipropetrovska, Lvivska, Zaporizka, and Odeska oblasts. The development of scientific capacity in Ukraine and the EU is compared across the parameters of gross R&D expenditures per capita, number of researchers per 1000 employed, gross expenditures per 1 employed in the industry, and gross expenditures per a researcher. The structure of R&D expenditures across the sources of funding is analyzed across Ukrainian regions and compared to EU and OECD countries. The role of research infrastructures in the EU is examined and the situation with their development in Ukraine is described. The parameters of high- and above average technology output, export of high- and above average technology products, knowledge-intensive services, and volume of sold innovative products in Ukraine are analyzed. The measures to be taken to achieve efficient implementation of scientific capacity and economic development of the country and its regions based on innovative development model are suggested. They include integration of the demand for scientific and technological research into the system of regional strategizing, scientific and technological maintenance of regional smart-specialization strategies with attraction of specialists, making R&D the integral component of accomplishment of sectoral, regional, and local innovative programs, development of modern innovative infrastructure accompanied by growing demand for R&D, and integration of the national R&D system with the global research area, etc.
The theoretical bases of research of consumer behavior of the population are developed. The main types of behavior according to the criteria of the subject, manifestation sphere, interaction, function, character, state, recurrence, influence, controllability are defined. The criterion of the manifestation sphere allows to select social, legal, cultural, political and economic behavior, one of the subspecies of which is consumer behavior. The consumer behavior can be studied in human, industrial and governmental dimensions. The human dimension allows to analyze consumer behavior at the levels of person, household, population and society. In this regard, the conceptual differences in the understanding of consumer behavior at different institutional and spatial levels are identified. Consumer, investment and savings activities of households in the regions of Ukraine are analyzed. The analysis for 2009-2019 confirmed a gradual increase in consumer aggregate expenditures by region, a nominal increase in the solvency of households, as they consume a smaller part of their cash income and save resources to finance non-consumer needs. However, such changes did not significantly improve the living standards of the population in conditions of instability. About 50 % of total household expenditures go to food and non-alcoholic beverages, while in developed countries households spend no more than 30 % on food. The share of investment expenditures of households, estimated by the average monthly expenditures on the purchase of shares, real estate, construction, capital repairs, bank deposits etc, increased from 4,1 % to 4,6 % for the period 2009-2019 and remains very low levels. The analysis of savings activity showed that the total capacity of households to accumulate resources increased 9,4 times during 2009-2019, but most regions show a lower level of accumulated total resources relative to the national indicator. The structure of consumer expenditures of households in the regions of Ukraine with consumer, investment and savings benchmarks to summarize the calculations is determined, which confirmed the low investment activity in conditions of instability. The generalized structure also indicates excessive interregional differentiation of the structure of consumer expenditures, which requires stimulating the investment activity of households as active agents of economic development.
Excessive interregional disparities in the functioning of the socio-economic system in the country substantially affect the dynamics of its socio-economic development, significantly slowing it down, as well as creating obstacles to its efficient and timely structural transformation. The analysis of territorial differentiations of socio-economic development in Ukraine’s regions according to the selected indicators in 2014-2020 shows that despite the general growth of the socio-economic development level in the regions, the asymmetric type of regional development continued to dominate. Excessively high levels of GRP differentiation per capita, capital and foreign direct investment per capita, combined with a slight differentiation of disposable income and local budget revenues (excluding transfers) per capita, showed a significant gap between the efficiency of regional economic systems and quality of inhabitants’ life in the regions. To assess the efficiency of the strategic goals and priorities implementation of the 2020 Regional Development Strategy of Ukraine, an assessment of annual indicators related to the regulation of interregional differentiation is conducted. The negative impact of complex socio-political and financial-economic circumstances, as well as insufficient efficiency of state regional policy instruments, did not allow to achieve the projected rates of most indicators within the priorities of the 2020 Regional Development Strategy of Ukraine related to the regulation of interregional differentiation. The systemic nature of the interregional disparities in Ukraine causes the low efficiency of numerous attempts to solve these problems with the help of separate tools of regional policy. The main focus and resources in the strategic objectives implementation in regional development related to the reduction of interregional disparities should be focused on creating favorable conditions for the most efficient use of regional socio-economic capacity based on the strengths of each region and specialized innovative solutions.
interregional disparities, socio-economic development, territorial differentiation, state regional policy, instruments of regional policy
Constant transformation of socio-economic processes in society leads to social mobility of the population. It also automatically generates changes in its social structure. In turn, this process leads to the gradual spread of the phenomenon. In scientific and social circles it is called social exclusion. The concept of social exclusion began to take shape in the process of dynamic development of society. It requires new approaches to identifying and measuring negative social phenomena. Today it is considered as a social phenomenon based on inequality of relations between social groups. It is most often understood as the partial or complete removal of individuals or groups from the social structure of society and social processes. As well as the creation of conditions that do not allow these individuals or groups to play a significant role in society. If we analyze approaches to understanding and explaining the phenomenon of social exclusion, we can conclude that it should be most fully considered from the standpoint of inequality and access to social opportunities (especially the social services system). It is also understood as the lack of necessary socio-economic conditions for functioning of individuals. Therefore, the article assesses the phenomenon of social exclusion in Ukraine at the national and regional levels. As a result of the assessment, the article determines the impact of social exclusion on the main domains of socio-economic life of society, in particular employment and wages, which in turn belong to the institution of the labor market and are its direct components, social standards and guarantees, and social services. The consequences of social exclusion for the state and society are identified and ways to minimize its manifestations are specified. The methodical approach to measuring the phenomenon of social exclusion in Ukraine and its regions is substantiated in order to find efficient mechanisms for regulating their socio-economic development.
social exclusion, socio-economic development of regions, regulatory mechanisms, polarization, labor market, availability of social services
Forests play a key role in the economy and the ecology of any country. Ukraine is characterized by great forestry capacity. Today, the forests cover 17.7% (about 10.7 million hectares) of the 60.3 million hectares of the total area of Ukraine. Zakarpatska oblast is among the richest in forest resources not only in the Carpathian region, but also in the country as a whole. Within the Carpathian region, Zakarpatska oblast is characterized by high indicators of forest area, forest cover, and the share of forests against the national rates. The forest cover of the region is 51.5%. The oblast takes the leading place among all oblasts of Ukraine by the timber reserves and forest cover and is one of the first five oblasts by the area of the forest fund. Determining the development trends of forestry in Zakarpatska oblast and the Carpathian region as a whole will allow to better understand the current situation and possible ways to solve the main problems faced by the sector today, as well as the driving force for further growth. Based on the important role of forests in the future and the present and taking into account such important challenges as climate change and the emerging contradictory demands of society, understanding the dynamics of the sector is necessary to ensure further sustainable development of the forest industry not only in Zakarpatska oblast but also in Ukraine as a whole. The paper summarizes the main structural and dynamic trends in the development of the forestry sector of Zakarpatska oblast and proposes possible efficient solutions for the further development of the region. The paper also analyzes the trends of changes in the areas of forest reproduction by forestry enterprises in Ukraine and the oblasts of the Carpathian region. On the basis of the collected data the main objectives of the present development of the forestry sector of the Carpathian region and the state as a whole were identified, contributing to the optimization of forestry enterprises in Ukraine.
forestry, features of the Carpathian forests, profitability of forestry enterprises, Zakarpatska oblast
The article proves that the need to modify urban management systems in Ukraine in accordance with the new Smart City concept of urban planning arose in the context of the rapid digitalization of society. The analysis of strategic priorities for the implementation of the Smart City concept in the practice of Ukrainian cities at the central, regional (Western region of Ukraine), and local (cities of regional significance) levels is conducted. The comparison and review of the practice of using open data and various e-services by administrations of 34 cities of regional significance in the Western region of Ukraine are carried out. The state of implementation of e-government tools by local authorities is determined. The division of cities of regional significance in the Western region of Ukraine according to the level of use of e-services, which are presented on their official websites, into four groups (passive; beginners; active; progressive) is carried out on the basis of the results of the analysis. The key problems of local policy of the cities of regional significance transformation in the Western region of Ukraine are identified, including: lack of a common vision on the further development of cities and communities on the basis of the Smart City concept by central, regional, and local authorities; the issue of approving strategies for the development of cities of regional significance remains unresolved; uneven introduction of innovative technologies in the management systems of the cities of regional significance development in the Western region on the basis of the Smart City concept, first of all, open data; low level of international activity of administrations of cities. Priority areas for improving regional and local policies to ensure sustainable urban development in accordance with the Smart City criteria are justified.
urbanization, city management, Smart City, decentralization, digitalization, sustainable development, region
Ukraine’s strategic course for integration into the European community requires efficient management decisions at both the national and regional levels, the use of existing economic capacity, and gaining competitive advantages in all public development domains. Accordingly, the importance of the social component is constantly growing due to the fact that the existence of the state is closely linked to the extent to which it meets the needs of the general population. Increasingly, governments of different countries face the need to modernize social models in order to achieve reasonable, sustainable, and comprehensive development of the state as a whole and each of its regions individually. The article forms a system of indicators that characterize the level of modernization of social services and impact the processes of sustainable development. In the course of the research conducted across the regions of Ukraine, the basic indicators influencing the process of providing social services were summarized, and the leading regions and those that need special attention were identified. In addition, the need for constant monitoring of the components of the social services modernization level is justified. The efficiency of the state regional policy aimed at solving social problems and ensuring the achievement of appropriate living standards, etc. depends on comprehensive consideration of the systemic action of a set of social factors that determine it, and the use of a complete and representative system of indicators to assess this area at the level of economic development. The system of indicators to assess the real state of social services will help to improve resource management to modernize funding principles, clearly define target groups in this domain, and outline the most priority areas of its development, progressive changes in the proportion of labor, and inclusive spatial development of productive forces of Ukraine.
regional policy, modernization state, regional development, social services, demographic component of regional development, sphere of employment
The 1932–1933 Holodomor genocide caused a significant reduction of the population and distorted the main parameters of the country’s demographic stability. To analyze the changes in the population by the longitudinal analysis method, the survival rates are calculated for age groups of the population in the intercensal periods. Calculations based on the data of 1926 and 1939 censuses show substantial inconsistencies in the survival rate for five female age groups within the range of 33-57 years old. Despite the 1932–1933 demographic catastrophe and taking into account the natural mortality before and after the Holodomor, the number of people in these age categories changed slightly and even increased for the 43-47 category. The authors prove that migration in the intercensal period couldn’t have caused such growth, and the calculated coefficients confirm the questionable quality of the 1939 census. The paper reveals that the first stage of demographic transition should have been in 1932–1933, yet historical-political and socio-economic conditions of demographic reproduction aggravated considerably in early 1930. The recovery of the high birth rate in 1937–1938 shows that the first stage of demographic transition wasn’t finalized. Calculation of the number of women in the most active childbirth age and analysis of birth rate for 1924–1929 shows that in 1930–1933, the birth rate should have increased. The calculated indirect demographic losses account 310,000-430,000 annually for 1930, 1931, 1937, and 1938, and from 630,000 to 1 million for 1932–1936. Such insignificant volume of indirect losses substantially reduced demographic stability, in the first place of Ukrainian village. The incomplete and questionable nature of demographic data after 1932 does not allow complete reconstruction of the demographic reproduction processes in the USSR in the 1930s. Archive data on the natural movement of the population on lover administrative-territorial levels, current statistical recordings, and recordings of the civil status acts on birth and mortality, etc. can be the perspective sources of demographic information.
demographic reproduction, 1920–1930, USSR, gender and age structure of the population,1932–1933 Holodomor genocide, longitudinal analysis method, demographic stability
Public regulation in education is a complex managerial process that can combine or focus on various directions, goals, and objects. This research addresses the regulation of educational establishments’ competitiveness by the state represented by public authorities. Yet, it is worth noting that it is one of the managerial impact’s aspects. It is worth taking into account vertical and horizontal relationships for achieving the set goal – securing the educational establishments’ competitiveness – when conducting the comprehensive research of a mechanism (mechanisms) of public regulation of educational establishments’ activity. The article defines the content of public regulation in education. It substantiates the logic of drafting the subject of the research of educational establishments competitiveness’s public regulation. The overall scheme of the mechanism of public regulation is suggested in the context of securing the educational establishments’ competitiveness in Ukraine. The specifics of the objective of the mechanism of educational establishments competitiveness’s public regulation are determined. The article aims to define the content of education’s public regulation and determine its educational establishments’ competitiveness mechanism. The tools-related and target-oriented dominants in the operation of the public regulation mechanism in relation to educational establishments’ competitiveness, their development, and the educational domain as a whole are substantiated. The legal mechanisms of public regulation of educational establishments activity in Ukraine are examined, and their conceptual use is determined. The article emphasizes the importance of applying the criteria for strategic planning of the demographic reproduction of the population that has much influence on the activity of educational establishments in Ukraine. Special attention is paid to administrative and institutional mechanisms, namely in terms of public-private management and partnership, as well as establishing the cluster-cooperative relationships.
education, mechanisms, public regulation, educational establishments, competitiveness
The paper provides a comparative research of European and domestic tools of tax regulation in atmospheric air protection from pollution and other harmful impacts that can cause climate change. The structure and place of environmental taxes related to atmospheric air protection in the tax system of the EU countries and Ukraine are outlined. Special attention is paid to differences in the composition of environmental taxes related to atmospheric air protection in EU countries and Ukraine. The conclusions are made regarding the need to improve the level of environmentalization of the domestic tax system with the orientation on the EU experience of increasing the share of environmental taxes in the total tax revenues up to 5-6%. Meanwhile, taking into account the problem nature of increasing tax burden on economic entities, the increase of environmental taxes is suggested to be carried out at the respective reduction of taxes related to the results of producers’ economic activity, namely the income tax. The author also suggests the proportions of distributing the environmental tax revenues between general and specific budget funds and targeted nature protection-related use of revenues. The problems of distributing the environmental tax revenues between the budgets of various territorial levels due to long-distance atmospheric air pollution from the emission sources are emphasized, and their distribution between the public and local budgets is proposed to be carried out based on the subsidiarity principle.
The functioning of the country’s economy during the coronavirus crisis requires in-depth study of financial determinants of impact on socio-economic development of regions, including: price stability, attracting investment and improving the business climate, lending and capital investment, transparency of budget administration, sustainability of public finances. The purpose of the study aims to evaluate the trends and features of economic development of Ukrainian regions in terms of financial determinants of sustainable growth of regions, taking into account behavioral effects. The following methods were used for the study: abstract-logical, comparative analysis, graphical visualization, statistical. Analysis of the financial determinants of regional development in the context of the coronavirus crisis has identified the following negative tendencies: significant reduction of capital investments in the regional economy, reduction of the share of new investment projects; deterioration of the business climate and reduction of lending to businesses; non-fulfilled plans of the main budget-forming indicators of local budgets (PIT, local taxes) was reflected in the volume of expenditures from local budgets, including investment; reduction of transfers to local budgets from the state had a negative impact on the financing of regional development programs; the outflow of foreign capital occurred not only due to the deteriorating business climate in the country, but also due to the pervasive nature of the COVID-19 pandemic and psychological and emotional factors influencing investor behavior in conditions of uncertainty about the nature and duration of the coronary crisis. The fact that, the impact of the COVID-19 crisis is territorially differentiated and its various risks are largely based on economic and spatial features of regional development, needs to be taken into account. As revealed, the most vulnerable are the regions that border territorially with EU countries and whose residents are focused on employment abroad; regions with the lowest indicators of socio-economic development and regions that are characterized by a high level of concentration of economic activity, in particular cities. Further research is focused on the introduction of incentive tools to influence the current condition of regional economic systems, taking into account the behavior of economic entities.
The article outlines the basics of the spread of shadow activity in the financial services sector. Three types of shadow activities in the financial services sector are characterized: hidden (mostly related to tax evasion – deliberate concealment / understatement of profits from doing business in the financial services domain); informal (its entities are most often employees forced to carry out unregistered activities, hide additional income, in particular, due to the high burden on the payroll, as well as households that transfer certain funds to each other and other material values through informal channels); illegal (de facto related to the illegal conversion of funds by various methods and tools) activities. Threats and risks to the socio-economic development of the state and its financial security due to the shadow activities in the financial services sector are specified. The main forms of shadow activities in the financial services sector (shadow transactions with cash; receiving uncontrolled profits through payment systems and payment cards; legalization (laundering) of proceeds from crime; shadow transactions with securities) and the tools to de-sadow them are substantiated. The paper emphasizes that the principles of de-shadowing the activities in the financial sector should include systemic (key principle), corporate social responsibility in the financial services sector, objectivity, determinism, coherence, transparency. The paper argues that financial monitoring is one of the most important tools for de-shadowing the activities in the financial services market (in particular, in terms of combating illegal activities). The priorities of counteracting the use of offshore jurisdictions for the purposes of tax avoidance by enterprises of the financial services sector, which include the implementation of organizational and informational, budgetary, fiscal, financial, and economic measures, are outlined.
The main reasons and sources of the spread of shadow operations in wholesale and retail trade in Ukraine are studied. The paper reveals that tax evasion and unaccounted trade operations with smuggled and counterfeit products are the most common types of shadow activities in trade in services. Entrepreneurs and citizens most often use the shadow schemes in the process of buying and selling goods due to gaps in the system of institutional regulation, as well as due to the imperfection of fiscal policy. At the same time, the most threatening are the growth of institutional dysfunctions and the spread of various forms of opportunistic behavior. They generate institutional mutations in the wholesale and retail trade business, as well as in the system of control over the trade activities. A number of new approaches to the implementation of national and regional economic policies aimed at de-shadowing wholesale and retail trade services are suggested. The priority directions and mechanisms of wholesale and retail trade de-shadowing in Ukraine in accordance with the existing challenges are outlined. Particular attention is paid to the need to generate a modern business culture of wholesale and retail market participants, as well as its digitalization and development of e-commerce. Important means of de-shadowing also include the intensification of cross-sectoral and municipal-private partnerships, increasing the level of transparency and efficiency of regulatory institutions, modernization of trade infrastructure, and fiscal liberalization. The paper offers a range of recommendations for public authorities and local governments about priority areas and principles for improving the institutional support of wholesale and retail trade in order to de-shadow it, including the need to normalize the work of the institute of individual entrepreneurs in trade, to change the method of collecting personal income tax and bring its value closer to the single tax rate for entrepreneurs, and to improve the quality of human and social capital.
The paper addresses the issue of forming the priority directions of systemic commercial services de-shadowing in Ukraine. A long-term exceeding of the limit level of the shadow economy in Ukraine, which testifies to the existence of a real threat to its national security, is identified. The paper outlines economic and legal preconditions and modern scientific accents and approaches to the key elements of the mechanism for counteracting the shadowing of the national economy. The list and content of priority measures to reduce the level of the shadow economy are systematized. The authors argue that the algorithm for implementing any transparent model of economic development should be based on the comprehensive implementation of all elements of the principle of economic freedom. The paper proves that the following provisions are the modern consensus basis to develop and implement the policy of national economy de-shadowing: prohibition of abuse of monopoly position in the market, illegal restriction of competition, and unfair competition; protection by the state of competition in business and consumer rights; state control over the quality and safety of products and all types of services and works; the obligation of everyone to pay taxes and fees in the manner and amounts prescribed by law; the obligation of all citizens to annually submit a declaration of their property and income for the previous year in the manner prescribed by law. National priority of unblocking the process of annual declaration of property and income of all Ukrainian citizens and systemic implementation of the mechanism of state control over quality and safety of products and all types of services and works with consolidated civil participation is emphasized. The actual implementation of such a mechanism is possible through the adoption of a problem-oriented legal document «On the principles of preventing and combating the shadow economy». A range of propriety directions of services de-shadowing to be taken into account is suggested.
shadowing of the economy, de-shadowing of the service sector, priorities of de-shadowing, directions of system de-shadowing
This scientific article considers the constantly growing role of digital marketing in the overall range of business marketing activities in the modern world. The historical aspect of development and implementation of digital marketing is outlined in the first part of the article. The article considers the chronology of digital marketing development from the middle of the twentieth century and specific transition from classic to digital marketing. The key moments that changed the specifics of marketing are highlighted; the information of different approaches to the evolution of marketing is structured. The authors of the article analyze the diversification of the approaches defining the concept of digital marketing by domestic and foreign scientists. It is determined that the concept of «digital marketing» should be considered as a process of promoting goods and services of the enterprise with the involvement of digital technologies, mobile devices and the Internet in the general marketing activities of the business. Besides that, the difference between digital marketing and Internet marketing is also described by mentioning the main instruments involved in these processes. The work supplies examples of the efficient digital instruments which are important for brand promotion. The significant emphasis is placed on changes in marketing activities that contribute to the further development of brands. In the end of the article, the authors conclude that the current stage of the market economy development in a pandemic situation, fierce competition and global transition to online life creates new conditions in which the implementation of an effective promotion mechanism is an integral condition for each successful business seeking to increase its profits and pace of development.
marketing, digital marketing, internet marketing, promotion, evolution of marketing, business
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.
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UDC 352:332.14+339.138; JEL O18, O21, R11