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Sales volumes planning for domestic food industry enterprises requires constant increase of the efficiency of marketing costs usage. The goal of the research is to assess the effectiveness of marketing costs usage and to determine its relationship with the level of demand for products of an enterprise in order to form a marketing budget at food industry enterprises. Research methodology: S-curve demand planning for effective marketing cost distribution; expert survey of specialists at enterprises responsible for strategic planning necessary for calculation of planned indicators for products demand. The results of the research: a methodological approach to assessing the effectiveness of marketing costs usage, based on a logistic curve, which establishes the relationship between the planned budget for marketing and the level of demand for products for strengthening of control over the achievement of enterprise goals, is proposed.

The article analyzes the market of pharmaceutical products of Ukraine for the last 3-5 years (provides statistics for the period from January 2013 to January 2018, namely the structure of the pharmaceutical market, the volume of sales of pharmaceutical products in the market of Ukraine, the market share of manufacturers and changes in the average price of packaging of drugs for the analyzed period). Manufacturers, sellers, buyers, pharmaceuticals, supply and demand, competitive factors (quality, price, terms of receipt, warranty, other factors) are considered. There are positive and negative elements in the market. The directions of overcoming of existing problems for manufacturers, sellers, buyers in the market of pharmaceutical products are determined. The elements that form the value of the goods to the consumers are outlined, the mechanism of management of these elements is defined. The purpose of the article was to identify the main trends in the pharmaceutical market. Prospects for the development of the Ukrainian pharmaceutical market are inseparable related to the implementation of the state strategy to increase economic security industry. Within the framework of state reimbursement programs and «Affordable Medicines» the tasks are described, the achievement of which will contribute to an increase in the share of domestic drugs manufactured in accordance with international standards, respectively, and increase the economic security of the industry. Wіер taking into account the key factors that have the greatest impact on functioning market participants in the conditions of active expansion of the domestic pharmaceutical industry with parties of large international manufacturers; The article analyzes the possibilities for further development of the market in general and its subjects in particular. As a result of the analysis it was found that despite the high level of pace growth in sales, there are problems that indicate ongoing process of structural changes in the Ukrainian pharmaceutical market. As one of main problems need to highlight self-medication, the possibility of purchasing prescription over-the-counter drugs, the cost of drugs and their counterfeiting.

Пєтухова О.М. доктор економічних наук, професор, завідувач кафедри маркетингу, Національний університет харчових технологій Степанчук С.О. старший викладач кафедри маркетингу, Національний університет харчових технологій ФОРМУВАННЯ ТА ВИКОРИСТАННЯ ІНТЕЛЕКТУАЛЬНОГО ПОТЕНЦІАЛУ В НАЦІОНАЛЬНІЙ ЕКОНОМІЦІ УКРАЇНИ У даній статі на основі науково-практичних джерел досліджено якісне та кількісне визначення категорії інтелектуального потенціалу. В процесі дослідження було визначено суттєві розбіжності, які спостерігаються в науковій літературі щодо оцінки інтелектуального потенціалу в тому числі й в національній економіці, оскільки, одні автори досліджують проблему в площині номінального інтелектуального потенціалу, а іншівивчають реальний інтелектуальний потенціал. Проаналізовано сучасний стан інтелектуального потенціалу національної економіки України та досліджено загальні підходи до його формування та використання. Розглянуто індекс інтелектуального потенціалу національної економіки як композитний індекс. Запропоновано заходи для покращення стану інтелектуального потенціалу в національній економіці.Ключові слова: інтелектуальний потенціал, індекс інтелектуального потенціалу, індекс розвитку людського потенціалу, національна економіка, інтелектуальні ресурси, наука, освіта, інновації, розвиток. ФОРМИРОВАНИЕ И ИСПОЛЬЗОВАНИЕ ИНТЕЛЛЕКТУАЛЬНОГО ПОТЕНЦИАЛА В НАЦИОНАЛЬНОЙ ЭКОНОМИКЕ УКРАИНЫ Пєтухова О.М., Степанчук С.А. В данной статье на основе научно-практических источников исследовано качественное и количественное определение категории интеллектуального потенциала. В процессе исследования были определены существенные разногласия, которые наблюдаются в научной литературе по оценке интеллектуального потенциала, в том числе и в национальной экономике, поскольку одни авторы исследуют проблему в плоскости номинального интеллектуального потенциала, а другие -изучают реальный интеллектуальный потенциал. Проанализировано современное состояние интеллектуального потенциала национальной экономики Украины и исследованы общие подходы к его формированию и использованию. Рассмотрено индекс интеллектуального потенциала национальной экономики как композитный индекс. Предложены меры для улучшения состояния интеллектуального потенциала в национальной экономике.Ключевые слова: интеллектуальный потенциал, индекс интеллектуального потенциала, индекс развития человеческого потенциала, национальная экономика, интеллектуальные ресурсы, наука, образование, инновации, развитие. (religion, culture, art, etc.) tion through the production of material and intellectual and spiritual products for the purpose of human reproduction. In the course of the research, significant differences were observed, which are observed in the scientific literature regarding the assessment of intellectual potential, including in the national economy. Some authors investigate the problem in the plane of nominal intellectual potential, while others study the real intellectual potential. The nominal intellectual potential of the national economy is quite high, according t...

The aggravation of the food crisis in the world highlights the problem of finding additional reserves to increase food production. In this context, personal farms of Ukraine attract special attention. They ensure the production of much of the country’s food; contribute to the employment of peasants and the development of rural areas. The aim of this article is to assess the resource and production potential of private farms, as well as to justify the feasibility of using their existing investment instruments. General scientific and special methods are used in the work. The main emphasis is on assessing the resource and production potential of the studied categories of farms. Methods of structural analysis and evaluation of time series have made it possible to establish the link between the level of crisis phenomena and the growing importance of personal farms in the country’s food supply, as well as to compare their potential with the potential of the agricultural sector of the country as a whole. Results of the research. It was found that personal farms play an important role in the country’s food security, as well as in the formation of a system of self-employment and socio-cultural relations. It is established that such farms successfully provide food needs for the rural population, as well as sell surplus products on the market. It has been proved that these economic entities have significant resource and production potential, but expanding the scope of their activities requires a number of measures, including changing the public policy to support farms, as well as ensuring active investment in their development. In the process of assessing the production and resource potential of private farms, it was determined that they have significant resources to invest their own resources in their development. Recommendations on intensification of investment activity of personal peasant farms are generalized; as a result, a number of measures, which can be applied in Ukraine, are resulted. It is established that the key areas for the application of these measures are information and educational activities, strengthening the competitive position of private farms, improving access to public and private investment, as well as diversification of activities. It was agreed that the complex combination of these measures within a single strategy would allow achieving maximum results in terms not only of food supply of the country, but also the development and improvement of welfare of individual rural households.