An indicator of the maturity of market relations of the country's economy is the level and quality of satisfaction of consumer needs, the importance of whose impact on producers of products or services tends to increase. The course of decentralization of power set by the Government of Ukraine adjusted the content of the established goals of the public administration system, thus ensuring the creation of preconditions for the introduction of a modern conceptual approach, which is traditionally called marketing in the commercial sphere. This circumstance highlights the need to adapt widely used marketing techniques to the provision of public services, in particular those produced by local communities. The article evaluates the possibilities of applying the elements of the marketing complex in the activities of the united territorial communities, in particular the specific features of the implementation of pricing, product, communication and distribution policies. The expediency of spreading the elements of marketing management in the practice of socio-economic activities of territorial communities in order to intensify it and ensure the competitiveness of the communities themselves is substantiated.

The article substantiates the expediency of using marketing tools to increase the investment attractiveness of the united territorial communities. Positive tendencies of creation and unification of territorial communities in Ukraine have been identified. This is primarily due to raising public awareness of the decentralization process, awareness of the positive results of the merger, including an increase in financial revenues from the state budget. Changes in the structure of state financing of local and regional development are studied. It is established that since 2017 the most important financial source for ensuring the development of territorial communities was the State Fund for Regional Development. Since 2016, a gradual increase in financial support by the state for infrastructure development, and in 2017 in the structure of state financial support there are funds for the construction of sports facilities and their share is growing steadily in 2018–2019. The specifics of the content of “state marketing” and “public marketing”. It is established that technological marketing in public administration does not differ significantly in essence from state marketing, but today it is more appropriate to use the term «marketing in public administration», which fully covers all subjects and objects of public administration, including territorial communities. The specific features of the marketing concept implementation in the activity of the united territorial communities have been identified. The components of the marketing complex of the united territorial communities are determined, in particular the goods, price, promotion, place, people, process, environment, i.e. the marketing of the united territorial community is carried out according to the principle “7p”, which is characteristic of marketing of all service organizations. The mechanism and key marketing tools for influencing the capacity of the united territorial communities have been identified. The essence of the concept of “investment attractiveness of the territorial community” is formed. The main tasks to be solved by the united territorial community in order to increase its own investment attractiveness have been identified.

УДК 339 дейнега І.О., язвінська Т.в. Рівненський державний гуманітарний університет ФОРМувАння кОнкуРенТОздАТнОСТІ пІдпРиєМСТв в уМОвАх ІнФОРМАцІйнОї екОнОМІки Анотація. Ідентифіковано відмінності у тлумаченні суті понять «конкурентоздатність» та «конкурентоспроможність». Визначено суть поняття «конкурентоздатність підприємства». Встановлено зв'язок між поняттями «конкурентоздатність» та «ефективність» та доведено, що конкурентоздатність підприємства можна розглядати як його зовнішню ефективність. Виокремлено зовнішні та внутрішні фактори впливу на конкурентоздатність підприємства. Ідентифіковано зовнішні мікро-та макрофактори впливу на конкурентоздатність підприємств. Запропоновано для аналізу факторів макросередовища підприємства використовувати PEST-та SWOT-аналізи. Виявлено резерви підвищення конкурентоздатності вітчизняних підприємств. Встановлено, що на сучасному етапі розвитку промислових підприємств основним чинником генерування конкурентних переваг підприємства та впливу на його конкурентоздатність є інформатизація всіх бізнес-процесів. ключові слова: конкурентоспроможність, конкурентоздатність, конкурентна позиція, зовнішні фактори, внутрішні фактори, ефективність. deineha inna, yazvinska Tetiana Rivne State Humanities University FoRMATion oF coMpeTiTiveneSS enTeRpRiSeS undeR The inFoRMATion econoMySummary. Different meanings of the concept of "competitiveness" are identified according to the stage of the object's life cycle. It is proved that the term competitiveness must be applied to newly created objects (goods, enterprises, countries), and competitiveness to existing ones. The essence of the concept of «competitiveness of the enterprise» is defined as its complex characteristic, which reflects the ability to function effectively in the conditions of risk and uncertainty, to keep stable, with sufficient capacity to ensure normal activity, target market, produce and sell products (or provide services) better than similar price and quality parameters that are presented in the market to ensure: in the short term -stable profit, and in the long term -a stable position in the market and its systematic conquest. The relationship between the concepts of «competitiveness» and «efficiency» is established and it is proved that the competitiveness of the enterprise can be considered as its external efficiency. The external and internal factors of influence on the competitiveness of the enterprise are distinguished. In particular, external factors include those that affect the enterprise from the outside, for example, the political situation in the country, the intensity of competition, the level of development of logistics and transport infrastructure, etc., and internal factors -those that directly affect the enterprise, such as systems and methods management of the enterprise, innovation of production technologies, availability of sufficient quantity and level of quality of fixed and working capital, personnel involved in the production process and others. External micro-and macro-factors influencing the com...

In the conditions of globalization, internationalization, informatization of the world economy, as well as the reduction of the aging period, educational organizations must dynamically and systematically update their market offer. The purpose of the publication is to concretize and substantiate the practical and theoretical approaches to the formation of a market offer by higher education institutions. To adequately and fully meet the needs of target markets, an educational organization can apply such forms of sales policy implementation as modernization, updating, modification and diversification of the range of services. The active use of information technology in educational activities contributes to the expansion, updating of the range of services, as well as the growth of target markets of educational organization and their capacity.