No abstract

The study identifies ways to increase the investment attractiveness of the region from the point of view of marketing, including defining strategic objectives for the development of the region; and establishing the level of investment attractiveness of the region; increasing the role of marketing in the region’s investment attractiveness. The first part of the article based on the literature on this topic presents the theoretical foundations of investment. The second part uses statistical management and data contained in investment reports to the level of investment attractiveness of the region. The study concluded that it is substantiated that investor’s decisions are influenced by several subjective factors that are quite difficult to measure, and they express an individual system of preferences, partly determined by the investor’s knowledge, including the image of the region. The marketing tools that realization is possible within the limits of regional marketing are considered. Based on regional marketing the competitive advantages of the region are evaluated and maintained, the level of its attractiveness for investments in comparison with other competing regions is determined, and also parameters of competitiveness of administrative-territorial formation as its ability to constant development based on adaptation to market changes. It is proposed during the analysis of investment attractiveness of the region to determine the real investment attractiveness, using the tools of the complex "4P", which allows identifying such features of the investment project (individual region) that characterize it as an investment product. These tools of regional (territorial) marketing can be used effectively to create new competitive advantages of a particular region, to influence the target audience, and thus attract economic agents. The prospects in this direction lie in the transformation of regional (territorial) marketing instruments for use in the formation of new competitive advantages of the region, influencing the target audience and thus increasing the involvement of economic agents.

У статті визначено зміст поняття «зелений маркетинг», окреслено актуальність впровадження концепції зеленого маркетингу в систему господарської діяльності підприємства в сучасних умовах, з орієнтацією на отримання вигоди в тривалій перспективі. Запропоновано заходи з екологізації господарської діяльності підприємства через запровадження сучасних інноваційних технологій спрямованих на відтворення та захист довкілля. Представлено підходи до стимулювання екологічного попиту через формування еко-свідомості споживача, визначено суспільний та екологічний ефекти такої діяльності. Визначено раціональне рекреаційне природокористування як важливий інструмент зеленого маркетингу, реалізація якого є необхідним напрямком господарювання в умовах всезростаючого попиту та необмеженості потреб. Відповідно до запропонованих напрямків екологічного маркетингу визначено конкретні заходи, інструменти та підходи, реалізація яких в комплексі маркетингу підприємства сприяє як оптимізації ринкового позиціювання підприємства, так і збереженню та відтворенню навколишнього середовища відповідно до сучасних викликів та реалій господарювання.

The article is devoted to the scientific analysis of human resources in the healthcare system of Ukraine, particularly in the private sector. The study is specifically concerned with the current staffing of the healthcare system of Ukraine with doctors and junior specialists with medical education. We analyzed the ratio of the main quantitative indicators of medical workforce in healthcare institutions of different forms of ownership, as well as the dynamics of indicators representing involvement of doctors of different specialties in the private healthcare practice. Acute issues concerning workforce in the private healthcare sector were identified and analysed, with a matter of pressing concern being inferior quality of professional training provided for medical staff. This research was aimed at substantiating the role of the state human resource policy in healthcare system and examining the political measures taken by the government in order to develop medical education and science, and to increase healthcare workforce potential. Conclusively, we formulated proposals regarding appropriate solutions to the human resource problems of the private healthcare service providers in Ukraine.