У статті розглянуто вплив зовнішнього макросередовища на формування маркетингової товарної політики сільськогосподарських підприємств. Проаналізовано, як зовнішнє макросередовище для будь-якого сільськогосподарського підприємства може відкривати нові можливості або створювати нові загрози. Оскільки макросередовище є неконтрольованим, то підприємство мусить добре орієнтуватися в ньому, відстежувати його зміни та швидко реагувати на них. Якщо будь-якi зміни можуть створити для сільськогосподарського підприємства сприятливіші умови для виробництва або збуту продукції, воно повинно внести певні корективи в стратегію своєї діяльності для того, щоб максимально використати ці умови. Зовнішні сили макросередовища несуть у собі й загрози для підприємства, тоді потрібно вживати заходів, щоб їх запобігти i зменшити їх негативний вплив. Розглянуто завдання і необхідні умови формування товарної політики сільськогосподарських підприємств. Проаналізовано основні проблеми розробки товарної політики для підприємств у сучасних умовах. Основними ланками макросередовища, що тією чи іншою мірою впливають на підприємства, є: економічне, природно-екологічне, інформаційне, науково-технічне, політико-правове, соціально-культурне і міжнародне середовище.

The article investigates the development of marketing of rural areas of the border region in which the main socio-economic and integration processes affecting the functioning of the rural economy are taking place. Priority attention is paid to actualization of marketing issues in the activities of local self-government bodies of rural communities of Ukraine in the context of the new challenges of European integration. The main components of the marketing system of the rural areas of the frontier region are outlined, which should be focused in the process of adaptation of the institutional environment of Ukraine to the institutional standards of the EU: social and economic potential of the rural territory, contractors (subjects of economic activity), markets (agrarian, financial, labor resources, etc.), intermediaries (public authorities and local self-government, educational institutions and scientific institutions, public organizations, etc.), competitors (rural areas of other regions gions, including neighboring border regions of the EU member states) and contact points (potential investors, media, political parties and movements, etc.). The specifics of the formation and development of the marketing system of the rural territories of the border region are investigated. In particular, based on the application of the cluster analysis method, four main types of rural areas in the Lviv Oblast (clusters) were identified, for each of them there is an own model of optimal development of the marketing system: a cluster of high investment attractiveness; satellite-transit cluster; agrarian cluster; conditional peripheral cluster. It was revealed that the main problems that restrict the development of marketing of rural areas in each of the four types of clusters mentioned above, as in the Lviv region, as well as in other border regions of the EU with the regions of Ukraine, are: low level of financial capacity of local self-government bodies of rural communities, The number is due to the small number of their population, small-scale agricultural production, which is carried out mainly in private peasant farms, as well as the presence of a number of socio-psychological problems caused by poverty of the rural population, its social apathy and pessimism. The key barriers to be addressed include: under-financing of the rural marketing sector as a whole and the lack of attention given to its development by the heads of local government bodies of rural communities; low quality of human and social capital of the village, generated by the outflow of skilled personnel in the city and abroad; the lack of modern marketing, transport and logistics and engineering infrastructure, which complicates the formation of a positive image of rural areas and the attraction of foreign capital and investment resources in their development; demotivation of business entities for the introduction of innovations and establishing mutually beneficial cooperation with territorial communities, which makes it impossible to effectively implement public-private partnership projects at the local level.

У статті оцінений сучасний стан біржового ринку України та розглянуті чинники, які зумовлюють його неефективне функціонування. Здійснено аналіз сучасного стану біржової торгівлі та виявлено проблеми формування та функціонування біржового аграрного ринку. Визначено вплив зовнішніх факторів та якості нормативно–правового забезпечення на діяльність бірж. Розглянуто роль товарної біржі як важливої складової інфраструктури аграрного ринку.Оскільки товарна біржа призначена для постачання сировини та стабілізації майбутньої цінової ситуації на ринку сировини, яка використовується підприємствами для подальшої переробки та реалізації на ринку споживчих товарів, то в Україні зростають роль та значення товарних бірж. Проаналізовано динаміку біржової активності. Проаналізовано дані та зіставлено їх з мікро– та макроекономічними показниками діяльності нашої країни, що доводить відсутність в Україні сегменту біржового ринку, не зважаючи на рекордну кількість підприємницьких організацій з назвою «біржа», який виконував би притаманні йому важливі ринкові функції. Наведено перелік проблем розвитку біржової діяльності в Україні та необхідність чіткого механізму державного регулювання біржової діяльності. Звернено увагу на необхідність створення єдиної біржової системи в Україні згідно світового досвіду.

The classification of rural areas according to the criteria that determine the effectiveness of marketing tools for managing their development is carried out. In particular, six main types of rural territories are distinguished, in contrast to the spatial, resource and social criteria of marketing provision of their economy. On this basis, the priority directions of development of marketing of each of these types of rural territories in the conditions of the modern challenges of European integration are revealed. The priority directions of application of marketing of rural territories for activation of social and economic development of rural territories of Ukraine. The article deals with the materials of scientific publications of Ukrainian and foreign scientists, who studied the marketing of rural areas as a means of improving the efficiency of the economy. Despite the significant contribution of scientists to the study of issues, there is an objective need to more fully disclose the peculiarities of the functioning of marketing rural areas. It has been studied that the development of rural areas of Ukraine in recent years is in the focus of increased attention of scientists. After all, the obvious depressive trends that are accompanied by a decrease in the human and social capital of the Ukrainian village have a direct destructive effect on the development of the entire economy of our state, especially in the long run. The article deals with the key tasks of marketing rural areas in the context of deepening the integration processes of European integration, which can include the formation of a positive image of each rural territory, both in the minds of its immediate residents and among potential investors and consumers of products; promotion of the economic potential of rural areas at the international level, as well as the direction of entrepreneurial activity in the implementation of strategic tasks aimed at long-term development of rural areas. It is grounded that quality rural marketing can not only increase the efficiency of using their socio-economic potential, but also stimulate the diversified development of the rural economy, ensuring their competitiveness is enhanced in conditions of increasing global competition for human and natural resources.

Economic reforms and changes in the ownership form pose specific tasks to veterinary medicine enterprises of Ukraine - to ensure the production of high-quality and safe products for veterinary medicine and animal husbandry, which would satisfy consumer demands based on the effectiveness of their application. In these conditions, the most important thing is to determine the available resources and the possibilities of ensuring their effective implementation, while comparing the market positions with other manufacturers regarding the competitiveness of their products. The experience of the leading enterprises of veterinary medicine of Ukraine, namely Ukrzoovetprompostach PJSC, Brovapharma LLC, Vetsintez LLC, Inter-Syntez LLC, Biopharm PJSC, etc., shows that in order to implement the strategy and policy of the enterprises, and approaches to managing available resources, including financial, raw material, energy, technical, informational, etc., are being improved. The development of business activity of enterprises should also include the improvement of personnel potential. Therefore, an assessment of its level should be important in ensuring the efficiency of enterprise activity. As the practice of the mentioned enterprises shows, the assessment of their activity is based on self-assessment data and general analysis, the results of which are used in the planning of production activities with an orientation to the market and consumer needs. Processes of analysis of enterprise activity are not limited to internal assessment, but cooperation with external organizations is also analyzed. At the same time, strengths and weaknesses are determined, as well as the effectiveness of external partnership management. Therefore, the system of analyzing the activities of enterprises should be considered as an economically justified step in the process of their development and improvement. The systematic and independent analysis is aimed at determining the compliance of enterprises with the planned measures, including strategic, as well as to determine the possibility of their implementation to achieve the set goals. And perhaps the most important benefit associated with the systematic analysis of the activities of enterprises is compliance with the requirements of current legislation, a timely assessment of the state and available production and financial advantages, and, therefore, determining the position on the market of products for veterinary medicine. Therefore, the systematic analysis of the activities of enterprises is aimed at improving their activities, developing the necessary recommendations regarding the expediency of using the results of the conducted analysis.