The article examines theoretical approaches to achieving the competitive advantages of Ukrainian oil and fat enterprises in modern market conditions. Special attention is paid to the peculiarities of the use in business management of marketing concepts of business organization, which are oriented at the market, needs of consumers, society and other stakeholders. The most effective results for the enterprises are provided by the implementation of marketing management concepts that are oriented at identifying and meeting consumer demand as well as consideration of the interests of all other stakeholders in the supply chain of oil and fat products, the individual, community and society, i.e. concepts of marketing interaction and holistic marketing. The supply chain of oil and fat products includes the economic interests of business entities that develop varieties of oil and fat seeds, machinery and technology, supply of resources, production of raw materials, processing, storage and transportation, etc. A key position in the supply chain is occupied by the consumer. The success of the marketing strategy of the enterprise depends on the degree of consideration of the interests of the individual, communities, society and the state. It is concluded that oil and fat companies in the food industry can gain sustainable competitive advantages due to integration efforts aimed to form agricultural and food clusters in local geographical areas from all stakeholders and relationships in the supply chain of oil and fat products including suppliers, manufacturers, intermediaries, consumers, government and other organizations, etc. Keywords: oil and fat business, marketing orientation, competitive advantages, supply chain, stakeholders, interests, oil and fat cluster.

SYNERGIC APPROACH IN MARKETING POTENTIAL MANAGEMENT OF THE ENTERPRISE СИНЕРГІЙНИЙ ПІДХІД В УПРАВЛІННІ МАРКЕТИНГОВИМ ПОТЕНЦІАЛОМ ПІДПРИЄМСТВА Urgency of the research. The main instrument of enterprise development in modern conditions is the marketing potential and its perfection. It determines the capabilities and ability to form the demand of consumers, respond promptly to its changes. Target setting. Active position on the market, satisfaction of consumer expectations is a key factor in competitive advantages and entrepreneurial success as characteristics of marketing potential. Actual scientific researches and issues analysis. Research on synergistic effects is taking place in the works of such scientists as Ansoff I.

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The paper highlights the results of scientific research on the issues of training highly qualified logistics and supply chain managers, justification of directions, and development of practical mechanisms for its improvement.The paper is based on scientific literature analysis, comparative analysis, and case study research.It is established that modern global trends and changes in society and the economy lead to the emergence of more extended requirements for the training of highly qualified managers able to effectively perform specific types of work in accordance with the needs of society and the labour market in the field of logistics and supply chain. In this context, the issues of applying a competency approach when training future logistics and supply chain managers and the formation of a competency model that meets the modern requirements of the labour market are considered. A review of scientific literature has been carried out regarding the main theoretical foundations of forming competences and competencies in the process of professional training of logistics and supply chain managers. Attention is focused on the need to form basic core competencies, including models of basic professional competences and competencies that are key ones in the professional activity of specialists. The main models of competencies of the company's specialists, which make it possible to ensure effective management of modern companies, are highlighted. The experience of training future logistics and supply chain managers in Ukraine is studied. The expediency of applying a competency approach when training future logistics and supply chain managers in Ukraine is substantiated. A conceptual model of a multi-level national system of professional training of logistics and supply chain specialists is proposed. A T-shaped model of the competencies of modern logistics and supply chain managers is developed.

The article highlights the issue of forming the loyalty of the target audience of higher education. When developing the mechanism of interaction of free economic zones with target audiences, the composition and possible ways of interaction within the framework of achieving mutually beneficial goals are analyzed. The system of interaction of the higher education institution with the target audience is grouped. The peculiarities of the university's interaction with the target audience are determined. The formation of a set of approaches aimed at improving the educational model of the university, the development of methodology for developing new educational programs and methods of their teaching based on the best international and domestic experience with applicants for higher education. Marketing activities aimed at applicants and their parents as the main stakeholders for the formation of their loyalty to the university have been identified. It is proposed to develop a new strategy for the development of free education, which aims to form a loyal attitude of the target audience as a basis for creating and maintaining long-term mutually beneficial relationships based on student-centered learning and provides relationships with entrants. The author also describes the system of interaction of the university with business structures as potential employers, local governments, scientific and educational potential of the university. It is established that the general criteria for forming the loyalty of the target audience of higher education can be: maximum employment of graduates; number of long-term cooperation agreements and business structures; availability of additional sources of funding and alternative ways to compensate for maintenance costs. Keywords: target audience, loyalty, university development strategy, higher education seekers, entrants, employers, scientific and educational potential.