Introducing the results of innovative activity into economic circulation is one of the essential characteristics of an effective industrial enterprise. Commercializing intellectual property objects involves coordinated production and commercial activity, adopting and implementing scientifically based decisions. This is necessary to successfully pass an intellectual product through all stages of its life cycle.The purpose of this study is to form market processes for commercializing intellectual property objects at industrial enterprises, finding the most effective option for their introduction into economic circulation.The theoretical investigation of the problem made it possible to identify and analyze various possible conceptual approaches to commercializing intellectual property in an industrial enterprise. Among them are market push, market pull, engineering, and reengineering commercialization models.Separate stages of forming the market model for commercializing intellectual property in an industrial enterprise are highlighted. First, the methodological principles of the vertical, horizontal, and vertical-horizontal market processes of intellectual property commercialization have been developed. The peculiarities of an intellectual product’s life cycle are determined; based on this, a market model of intellectual property’s life cycle (model of successive changes) is proposed. Finally, for each of the proposed market processes, the main advantages and disadvantages of their practical use are determined, as well as the areas of their most effective usage.

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The problems of intellectual property market development have been investigated. It is proved that without the successful functioning of this market it is impossible to ensure the innovative development of the country. The characteristics of the intellectual property market, as well as the factors restraining its development, have been determined. The most important of them are significant volumes of outflow of Ukrainian scientists to foreign countries, low quality of Ukrainian patents, high level of counterfeiting and piracy, corruption pressure on the development and use of intellectual property, insufficient level of material support, etc. Therefore, the purpose of this study is to develop measures to strengthen the factors that contribute to the development of the intellectual property market and reduce the negative impact of factors on the Ukrainian technological market. To achieve the goal, it is proposed to introduce organizational and legal measures to improve the working conditions of employees of the main scientific institution of the country, the National Academy of Sciences (NAS) of Ukraine, the institutes of which produce most intellectual developments, as well as to form special financial and material mechanisms to support innovation at the expense of budget funds. Using the example of reforming the institutes of NAS, according to the proposed measures, proposals have been formed to preserve scientific personnel, intensify the cooperation of scientific institutions with business, built on the interest of all parties in the field of technology commercialization. Counteraction to counterfeiting is proposed to be carried out taking into account a more accurate calculation of the commercial risks to which business entities are exposed in the manufacture and use of innovations. It is recommended to strengthen the level of legal protection of exclusive rights. Legislative initiatives on the development of the intellectual property market have been formed, which relate to changes in patent legislation regarding utility models and bringing it to EU conditions

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The work covers the theoretical and methodological foundations of marketing for an export-oriented enterprise. At the present stage of development of the economy, the use of marketing tools in activities is a powerful means of increasing the enterprises` competitiveness, strengthening adaptive characteristics when external conditions and market conditions change. Consumption volumes are the driving force of the production activity of the enterprise, affecting the nomenclature, range and scale of production. The introduction of the marketing concept, which focuses on the production of products that are in the market demand, stimulates the production of products needed by the consumer. Theoretical and methodological issues of marketing aimed at restricting the demand for irrational demand products (opposing marketing) attract the attention of scientists and practitioners. At the same time, the choice of the topic was due to insufficient research of this scientific problem as a whole and its relevance for the economy of Ukraine, especially in the context of the development of cooperation with the European Union. A detailed study of the tools of opposing marketing allows export-oriented enterprises to ensure the profitability of commercial and marketing activities, while the harmful effects of the consumption of goods of irrational demand determine the feasibility of research and analysis of the conditions and their consumption motivation. The demand for these products is undesirable; therefore, countermeasure marketing at the state level is controlled by the relevant organizations. In this study, attention is paid to the analytical and regulatory aspects of determining the current state and trends of marketing support for the tobacco industry enterprises activities. The features of a complex of marketing support formation of their activities in the conditions of risk and uncertainty are determined.