Стаття присвячена теоретичні засади управління персоналом у сучасній структурі управління підприємства. Управління персоналом - дуже поширений і важливий соціально-економічний феномен. Це дуже складне, багатоцільове і багатогранне явище. В статті досліджено сутність поняття «управління персоналом». Розглянуто основні напрямки системи управління персоналом на підприємстві та групи методів управління персоналом. Виокремлено основні компоненти системи управління персоналу та представлено структуру функціональних підсистем управління персоналом підприємства. Представлено структуру цілей системи управління персоналом. Розглянуто елементи системи управління персоналом підприємства та їх характеристика.

Abstract. Introduction. Theoretical aspects and modern trends of the enterprise business planning are considered in the article. The role of the enterprise business planning and the business plan is defined. Basic international methodologies are considered and the structure of business plan is investigated. Basic tendencies are distinguished in a sphere of business planning. Existent problems that inherent to leading composition in an input valuable business planning on an enterprise are educed and the ways of their decision are offered. Purpose. The aim of the article is research of theoretical aspects and modern trends of the enterprise business planning. Results. Theoretical aspects and modern trends of the enterprise business planning are considered. The role of the enterprise business planning and the business plan is defined. The peculiarities of the enterprise business planning are considered. Basic international methodologies that answer existent international standards and requirements of international organizations are considered. The structure of business plan is investigational after international methodologies. It is set that the considered methodologies must be perceived only as guidance for the stowage of business plan. It is needed to remember, that only universal standards do not exist and existing does not can from a difference in aims, methods and spheres of doing business. Basic tendencies are distinguished in a sphere of business planning: expansion of circle of employees of the enterprise, that is attracted to business planning; existence of a few possible scenarios of development of business; continuous character business-planning; complex approach; monitoring of the changes in legislation; processes tracking of enlargement and structuring of the market. Existent problems that inherent to leading composition in an input valuable business planning on an enterprise are educed and the ways of their decision are offered. Conclusions. A business plan is the product of the strategic thinking or planning process. Planning and business plan, as its product, is inalienable part of general business management. It must embrace all important aspects of business and take into account key factors that can influence efficiency of activity. A business plan is used for the increase of possibilities of development, increase and bringing in of additional capital. Without regard to efficiency of such administrative instrument as business plan, its possibilities mostly are not realized. There is a row of objective economic reasons it. In the conditions of extreme economic vagueness complications arise up with planning in general, but not only with business planning. However, a not less concern is caused by subjective problems. In particular, leading composition of enterprise and employees on that making decision depends during planning and development of business plan has a lack of economic knowledge. Especially sharp this problem is for small business. However, a general positive tendency is nevertheless observed. Slowly, but business begins to realize advantages, that planning and, in particular, business planning can give. It remains to hope that together with stabilizing of home economy business planning will take the deserving place in a management of the enterprise.

This study aims to explore the main objectives of marketing price policy and the various pricingstrategies available to achieve these objectives. The research distinguishes between two types ofprices in marketing price policy: basic price, which is seller-oriented, and fair price, which isbuyer-oriented. Additionally, the study differentiates between price policy and pricemanagement policy, with the former involving setting the maximum price for the product and itspositioning, and the latter maintaining actual prices and regulating conditional prices through discounts and price discrimination. The research delves into an extensive analysis of different marketing pricing strategies, such aspricing above or below market prices, pricing based on competitors or consumer properties, pricing based on demand dynamics, pricing with discounts, special conditions, and price tiers, and the strategies of penetrating prices and psychological pricing. Furthermore, the study identifies three main objectives that a well-formulated pricing policy should achieve: achieving the company №9, financial objectives, meeting market realities, andsupporting product positioning, quality, and distribution. The research also highlights thepsychological effects that must be considered when forming marketing price policies. Theseinclude the effect of tying a cheap product to an expensive one, the Weber-Fechner law, the useof the number 9 to sell products better, the combination of frequently purchased products, theimportance of details in advertising, and the emphasis on benefit or pleasure. Additionally, thestudy emphasizes the use of the word “free”; the focus on time spent or saved, the taboo on unjustified price comparison, the power of context, testing different price levels, and the impact of price tag matters and likeness on sales.

Annotation. The article analyzes the current state and development trends of the agricultural sector of Ukraine, which has become one of those sectors of the Ukrainian economy that are developing very dynamically in recent years. Thanks to this sphere of the national economy that a significant part of gross added value is created, revenues to the budgets of all levels are formed, foreign exchange revenues from exports grow, and the investment process is actively carried out. The special role of the agricultural sector in the socio-economic life of the country is due to the unique combination of favorable climatic conditions and geostrategic position, the ability of Ukraine to occupy an important place in the international food market. Therefore, the study of the state and development trends of the agricultural sector of Ukraine is relevant. Purpose. The purpose of the article is to research the state and trends of the agricultural sector in the economy of Ukraine. Results. The article identifies the place of the agricultural sector in the country’s economy. The key macroeconomic indicators of the agricultural sector are analyzed. The dynamics of the share of agricultural products in total value added, the share of the rural population in the general structure of the population, the structure of employment of the population of Ukraine by all types of economic activity, as well as the share of the employed population in agriculture. It is determined that one of the urgent problems of the agricultural sector of Ukraine’s economy is to attract investments that are necessary to modernize the industry and ensure its competitiveness. The factors that contribute to attracting investment are identified. The volume of foreign direct investment in the agricultural sector and trends in foreign direct investment in the share capital of the agricultural sector are considered. The main obstacles to intensifying investment processes are highlighted. The financial results of the agricultural sector, the growth trend and the dynamics of profitability of agricultural enterprises are studied. The priority directions of the state regulation of the agrarian sector are offered. Conclusions. Considering the state and development trends of the agricultural sector of Ukraine, we can conclude that the agricultural sector occupies an important place in the economy and plays an important role in the socio-economic life of Ukraine. Taking into account the above areas and sound public policy will contribute to the further development of the agricultural sector of Ukraine. Keywords: agricultural sector; dynamics; development; agriculture; agricultural enterprises; investments; areas for improvement.

The article describes history of the organization of Ukraine’s first research station of medicinal plant cultivation. The main achievements of the scientific work Lubny research station of medicinal plants will be presented for 1916–2016. The main stages of medicinal plant cultivation as the field of agricultural production are given. An assessment of the role of scientific research stations of medicinal plants in the formation and development of the industry is carried out. During the time of work DSLR conducted introduction study and cultivation and developed agricultural techniques for over 120 species of medicinal plants, created 52 varieties of important crops such as mint, poppy, chamomile, valerian, echinacea, sage, skullcap and many others; designed a number of machines and devices for growing, harvesting and post-harvest handling of raw materials and seeds of many important medicinal plants that are successfully introduced into production. The paper highlights some questions about the prospects for implementing research in medicinal plant cultivation, intensification of the industry, increasing its relevance and effectiveness.