The article emphasizes Ukrainian terminology streamlining importance for the area of logistics and supply chain management. It is noted that cooperation of linguists-terminologists and logistics specialists should be considered as a prerequisite for terminological work of high quality. First group’s responsibilities include elaboration and presentation of the term resulting into reducing its semantic content by fitting the scope into boundaries of vocabulary definition; logistics professionals on the other hand are responsible for developing scientific discourse maximizing scientific concept contents. Logistics terminology problem gets into focus of every searcher researching logistics and supply chain management problems. Exploration results are rather representing semantic content of a term than polishing it by aiming at unambiguous and clear definition of the term, its conciseness. The streamlining of Ukrainian terminology in logistics is likely to draw experts’ attention to qualitative component of the problem concerning terms unification. And it seems reasonable to start with common terms, such as "logistics potential" being the object of this study. The paper aims at supplementing the scientific discourse on the term "logistics potential" with its subsequent unification. General objectives include (1) carrying out a comparative and critical analysis for the scientific concept of "logistics potential" by means of existing developments of domestic scientific schools and (2) proposing unified term for "logistics potential" suitable for further codification in the terminology dictionary. As a result, a visual representation of "logistics potential" concept is being provided; the author's definition of the term "logistic potential" is being formulated; the need for "logistics system", "capability", "symbiosis", "resilience" and "progress" categories usage is being explained as the most suitable for revealing the content as well as helpful for achieving conciseness of the term.

Purpose: to form a general understanding of marketing management level in regard to railway transport enterprises (carriers). Methodology. Empirical methods were used to achieve the research purpose, namely, a survey of enterprise managers representing the rail freight transportation market. Data collection tool used – Google Form questionnaire including 6 thematic question blocks (33 questions in total). The questionnaire incorporated questions of a different nature, namely: open, closed, alternative, ranking, attitude scale, rating scale, importance scale. Communication between the respondent and the researchers was carried out online using e-mail (30 %), Facebook (50 %), LinkedIn (20 %). Findings. The research conducted proved railway freight transport market enterprises are focused on the cargo, and not on the client; despite accumulated problems characterizing the industry, the rail freight transport market of Ukraine remains attractive for investment; modern realities demand all the spheres of economy to demonstrate considerable level of flexibility – information technology implementation proved to be vital now; innovations play a significant role in the industry development and have a significant impact on the efficiency and image of both the industry and the country. Practical implications. The results this study provides are of particular interest to the railway transport market enterprise managers seeking to improve their marketing strategy compliance with modern conditions and to strengthen their competitive position on the market. In addition, the results provide stakeholders with ability of improving the marketing communication tools used to build and maintain B2B interactions in the rail freight market. Value. The study presents marketing research results along in-depth analysis indicating existence of a rationale for increased attention to marketing management of enterprises, implementation of effective marketing and logistics mechanisms, as well as increased attention to digitalization in the conditions of railway freight transportion market liberalization.