No abstract

The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.

The condition of the business environment in the country plays a significant role in ensuring the efficiency of the economy, achieving stable economic growth and development. For Ukraine, the issue of the condition of the business environment is of particular importance given the high level of integration of the national economy into the global economic system and the country's large-scale need for investment resources. Investors, as a general rule, make balanced management decisions when choosing investment projects, based on a number of factors, including the condition of the business environment in a particular country. The purpose of the article is to conduct a comparative analysis of the most well-known approaches to assessing the state of the business environment, in particular in Ukraine, and to identify possible ways to improve such an assessment. The article analyzes the main existing approaches to assessing the condition of the business environment, particularly in Ukraine. The evaluation capabilities of a number of rating indicators (rates) that are developed by international organizations (Doing Business, The Global Competitiveness Index, The IMD World Competitiveness Ranking, Index of Economic Freedom, Index EBA) have been determined, in terms of their compliance with the requirements of complexity and validity for the adoption of management solutions at the micro and macro levels. The corresponding rating indicators for Ukraine are analyzed in dynamics. The advantages and disadvantages of the most famous of the existing rating indicators for assessing the business environment are demonstrated. It is concluded that rating indicators are focused predominantly on assessing the conditions (primarily regulatory) of the business environment, and not on assessing the actual results of the functioning of economic entities within a certain business environment. The high value of the subjective (expert) factor in their formation was noted. It is proposed to supplement the existing approaches to assessing the business environment with indicators of a resulting nature, in particular, indicators of foreign investment, which is of particular importance for the Ukrainian economy. Comparisons of the dynamics of rating indicators and indicators of direct foreign investment for the Ukrainian economy are carried out.

The state of business environment in a country plays a major role in the effective functioning of the economy. External economic aspects are of particular importance for Ukraine, given the integration and the need in investment. The aim of the article is to identifythe assessment methods of the state ofthe business environment in Ukraine, determineopportunities and constraints of respective rating andactualindicators, particularly foreign investment. The approaches to estimating the state of the business environment in Ukraine are analyzed. Indicative features of a number of rating indicators developed by various international organizations are determined. Foreign investment indicators are suggested to use as the resultant actual indicators of the state of the business environment in Ukraine. The paper concludes that one of the priorities of the State's foreign economic policy should be to create appropriate conditions for foreign investment in the country's economy. In general, the global investment movement is not a sustainable process, its dynamic is dependent on many factors. It is important to proceed from the assumption that highquality managerial decisions, as a rule, require high-quality analytical work -primarily about the business environment of the companies (existing and potential). Of particular importance is the quality level of such analysis for the adoption of effective decisions in the field of foreign economic activity. Therefore, the issue of improving the study of the state of the business environment in one or another economy becomes relevant in both the theoretical and practical sense. Rating (index) indicators of business environment assessment in the country occupy a very important place in analytical management work. They are, in particular, guidelines for foreign investors in assessing the investment attractiveness of the environment and making managerial decisions.

Постановка проблеми. Споживачі є великою та важливою групою суб'єктів економічних відносин. Домашні господарства в цій групі займають особливе місце. Домашні господарства-споживачі є надзвичайно важливим, можна сказати, основним сегментом ринку, для більшості підприємств як суб'єктів економічної діяльності, як суб'єктів пропозиції товарів на ринку. Підприємства вступають в конкурентну боротьбу між собою для завоювання споживачів. Управлінська ефективність в бізнесі, конкурентоспроможність компаній вирішальною мірою залежить від того, наскільки точно менеджери компаній здатні оцінити поведінку відповідних груп споживачів. Ринкове середовище передбачає саморегулівний спосіб функціонування та постійного відтворення відносин між суб'єктами пропозиції та суб'єктів щодо купівлі-продажу товарів