In the national economies of many countries, especially developing ones, agriculture represents a significant share of GDP. The relevance of the issue stated in the study is due to the fact that the marketing strategy of agricultural enterprises is the most important element of their management system, which contributes to the sustainable development of agriculture and provision of the population with better quality food products. The need to increase the competitiveness of agricultural enterprises among similar ones also contributes to the development of agricultural technologies for obtaining high quality and environmentally friendly products. The purpose of this study is to investigate the nature of a modern agricultural company’s marketing strategy. The leading method for investigating this issue is the empirical method, namely examining the practice of marketing strategy in agriculture. As a result of the study, it has been established that a marketing strategy in the agricultural sector should make an enterprise stand out from its competitors through non-price methods. This is primarily due to the peculiarity of agricultural products – they are quite homogeneous, standardised and subject to state regulation not only in terms of safety, but also in terms of conformity with their name. It has been revealed that due to current trends in modern society regarding the need for environmentally friendly production and healthy lifestyles, it is desirable to include these elements in an agricultural company’s marketing strategy. Serious work needs to be done to improve the brand image and the image of the producer. These marketing techniques enable an agricultural company to stand out from its competitors and keep prices and demand at the required level. The results of this marketing strategy make it possible to turn a standardised, uniform product from an agricultural producer into an exclusive, special, high-end product

Purpose. The aim of the article is identification and ranking of factors that determine the attitude of the student segment of consumers to organic food. Research methodology. The article uses general scientific and marketing research methods. In particular, systematic analysis and a comprehensive approach, as well as methods of collecting qualitative data such as focus groups and in-depth interviews, are used to identify the factors that determine the attitude of the student segment of consumers to organic food. Ranking of factors is performed by collecting quantitative data by questionnaires and processing the results by the arithmetic weighted average. Findings. The list of the main factors that potentially influence the attitude of student youth to organic food is determined. Using a questionnaire survey, the strength of the influence of individual factors on the desire to purchase organic food is assessed using a hierarchical rating scale. It is found that the vast majority of respondents determined the price and income level as the most significant factors. Confidence in the “organic” of products is the third most important in the decision to purchase organic food, which is determined by domestic specifics, namely the presence on the market of counterfeit products of unscrupulous producers. It has been established that the factors of concern for one's own health and ecology, which are of paramount importance for consumers in the developed countries of the world, are of secondary importance for the surveyed student youth. It is stated that domestic producers of organic food to successfully promote their products in this market segment need to adjust their own marketing systems. Originality. The main factors that define the attitude to organic food of the student segment of consumers and their hierarchical ranking depending on the strength of influence are determined. Practical value. The identified main factors influencing the formation of students' attitudes to organic food allow domestic producers to adjust the marketing mix for this segment of consumers. Key words: organic food products, student segment of consumers, attitude to organic products, motives of consumer behaviour, hierarchy of factors.

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У статті досліджено питання використання елементів маркетингу з метою формування ціни на інно ваційні туристичні послуги. Указано, що стратегія ціноутворення туристичної послуги залежить від рин кових умов конкуренції, особливостей споживчого попиту, можливостей та уподобань споживачів, а також від концепції пропонованої послуги.Зазначено, що туристична індустрія характеризується особливою гнучкістю, мобільністю та мінли вістю попиту. Це обумовлено високою конкуренцією серед підприємств, що надають туристичні послуги. Бажання вигравати у конкурентній боротьбі, отримувати високі прибутки та мати фінансову стабільність, змушують туристичні підприємства до пошуку нових форм маркетингових технологій, зокрема до ство рення інноваційних туристичних продуктів та форм надання туристичних послуг. Однією з інновацій них форм туристичних послуг є індивідуалізація обслуговування клієнта, яка полягає у формуванні інклю зив туру. Проведено аналіз використання маркетингових технологій з метою формування ціни на інклю зив тур. Визначено та проаналізовано алгоритм ціноутворення на інклюзив тур та запропоновано ва ріант математичного розрахунку вартості туру.Резюмовано, що для просування інклюзив турів туристичним підприємствам слід розробляти і упро ваджувати інноваційні маркетингові стратегії, які включатимуть у себе справедливе формування ціни на такого виду туристичну послугу.

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