Оптимізація механізму управління збутом та якістю продукції та послуг в умовах діджиталізації та адаптування зовнішньоекономічної діяльності дає змогу формувати збутові логістичні системи на підприємствах. Їх використання сприяє підвищенню ефективності управління збутом шляхом мінімізації витрат, пов'язаних із зберіганням та доставкою продукції. Оптимальним є той варіант, коли витрати на зберігання і транспортування одиниці продукції, а також будівництво складу є мінімальними. Дієвим чинником сучасної реклами в системі формування механізму управління збутом та якістю продукції та послуг в умовах діджиталізації та адаптування зовнішньоекономічної діяльності підприємств є інтеграція в неї маркетингових комунікацій. Для згладжування сезонних коливань слід стимулювати попит на продукцію в момент його спаду. В результаті створюється продуктивна ланка маркетингових комунікацій, яка забезпечує розповсюдження продукції.

The article considers the development novation trends of e-commerce and social media marketing, it analyzes the use of marketing tools, examines the implementation of novation trends in Internet marketing to promote the enterprise in social networks. Systematization of literature sources on the research topic showed that the use of Internet marketing tools to promote their products and services is very effective. These Internet marketing tools are considered: SEO-optimization; e-mailing; advertising on social networks; contextual advertising; video marketing; intuitive marketing; marketing 3.0; analytical marketing. The main trends that dominate in the field of Internet marketing and social media marketing are identified and analyzed. They are: dynamic activation of mobile marketing, active use of web analysis, advertising in video format, influence marketing, email marketing, content marketing, Instagram promotion, Facebook, chatbots and messengers, personalization of business pages.

The author's approach as to the impact of human factor on the possibility to create and develop energy efficiency of villages, providing their energy independence of difficult situation with conventional energy sources in Ukraine has been suggested in the article. The calculation of human development index in the agrarian sector of the Ukrainian economy during 2010-2017 has been conducted which enabled to reveal the negative tendency as to decreasing the level of employees’ education. It has been determined that the human development index and the human development index of the Ukrainian economy’s agrarian sector are within the average level with the slight positive dynamics of growth. It has been emphasized that under these conditions receiving higher education is a priority task both for each employee and for agricultural enterprises, which must contribute to the improvement of their employees’ qualification level and training new professions. The model of the impact of educational level of employees in the agrarian sector of the economy on energy efficiency has been presented, taking into account the promising directions of energy independence and energy efficiency development of rural settlements.

The article deals with the theoretical and practical aspects of the organic market development in Ukraine in view of the retrospective dynamics and current trends of the world and domestic markets. In particular, the author has thoroughly investigated the significant potential in organic farming due to the presence in Ukraine of almost 50 % of the world's black earth reserves. The necessity to use the principles of organic farming is substantiated, especially in the context of compensation for the exhaustion of land resources in Ukraine due to the intensification of agriculture, since the use of organic fertilizers gradually increases the content of humus in the soil, and therefore increases its productivity. In addition, the main reasons for the lack of implementation pace of organic production principles and practices, including low market solvency, are analyzed, with only 20 % of domestic organic production remaining in the domestic market and most of it being exported. Studies of global and local organic markets were conducted to identify specific traits, dynamics and attempts to predict the development of key parameters in different regional markets in order to determine Ukraine's place and prospects in this market. The market conditions of organic products on the world, European and Ukrainian markets are analyzed. The features of the assortment, the distribution between the regions, the dynamics peculiarities of development in different regions of the world and Ukraine are highlighted. In the course of the study the analysis technique of dynamics series and retrospective analysis were used. The conducted analysis of the world and European markets for organic agricultural products shows the significant dynamics and realization prospects of a wide range of products in these markets. Due to the fact that Ukraine has low logistical costs for the potential export of products to the European market and low cost of organic products due to low labor costs, as well as the potential of land resources, we consider that the export of organic products to the European market is promising. The analysis of the internal market for organic products shows little dynamics due to low purchasing power. Therefore, the development of the domestic organic agricultural sector is seen in the study of the foreign market and export orientation. The results of the study are of practical value to producers and other participants in the Ukrainian organic market for forming their own production program, adjusting the production orientation and the range of products produced. Keywords: organic market, organic production, organic agriculture, world market, marketing research, conjuncture, export, import.