The purpose of the study is to implement cognitive modelling of the retail chain management system to ensure the effectiveness of management decisions in order to implement structural changes in its activities. It is determined that the organization of retail chain management is more effective due to provided principles of a systematic approach which are applied. Therefore, using the concept of Balanced Scorecard (BSC) in this study, which reflects the interaction and interdependence of structural units, which is feasible, we propose it to further search for development scenarios for the retail chain management. The article presents a sequence of cognitive modelling, which consists of seven main stages. Drogerie - format management system of retail chains has been chosen since it has recently been standing out by its popularity with consumers among other formats, as an object for the study. The results of this study can be useful for enterprises and organizations with complex systems that are characterized by hierarchical, network relationships between subsystems or where random processes take place.

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Страшинська Л.В. д.е.н., професор, професор кафедри маркетингу Національний університет харчових технологій Ткачук С.В. к.е.н., доцент, доцент кафедри маркетингу Національний університет харчових технологій Худолій Д.Ю. здобувач кафедри маркетингу Національний університет харчових технологій

Public procurement in Ukraine is an area where marketing is underused. Marketing potential in public tendering remains poorly understood. The article is devoted to the study of this potential for improving the performance of domestic state customers. Marketing in the state customer's activities is limited by a number of factors. This is dependence on legislation and competitive trading procedures. The main directions of marketing in the activities of the state customer are public relations and market research. Domestic state customers do not pay sufficient attention to public relations, which leads to a low level of confidence of business and society in tenders. The central tool of market research for the state customer are market consultations. It includes several stages, such as an invitation to participate in market consultations, filling out a questionnaire by an enterprise, holding a meeting of a prospective customer with a potential bidder and preparing a report. Marketing research of the market is used insufficiently by state customers. Market consultations are mainly addressed to those customers who are financed by international financial organizations. At the same time, market consultations hold enormous potential to improve the efficiency of public procurement. They allow you to correctly formulate the requirements for the procurement item and its expected value. This speeds up the process of preparing tender documents. In addition, market consultations draw the attention of a potential tenderer to this state customer. This contributes to an increase in the number of tenderers and to a decrease in the price of the subject of the procurement. As a result of the study of the theory and practice of using marketing in public procurement, it was proposed to introduce social and ethical marketing in this area.