The aim of the paper is to formulate a scientifically grounded and expedient for use in practice algorithm of the formation of category management in the DIY segment. The subject of research is not only this technology but also its commercial exploitation. The basic hypothesis is that category management which is understood as the formation and implementation of the technology management of the product range by using information and innovation support, strategy generation and methodical use of management tools for making the key competence and ensuring long-term competitiveness of the enterprise. Category management is developing fast in Ukraine and provides a balanced work of the company in any segment of the market that is connected with the retailer. The growing domestic market is attracted by the world's foremost «Do It Yourself» (the "DIY") trading format. This tendency is stipulated by an increase in consumer requirements, not only in the quality of goods, but also in the technology of the process of making a purchase. The implementation of category management program is not always perceived by the staff as it is a relatively new area of work. The point is that the introduction of category management is most likely connected with a change in the structure of purchases and sales. The practical significance of the research results is related to the possibility of using them directly by entrepreneurs when assessing the implementation of category management.

Identification of the peculiarities of category management in trade and industry enterprises, and development and testing of the method for category management evaluation in the light of global macro-trends that transform category management under the current conditions determined the relevance and purpose of the study. Nowadays, category management is perceived by most organisations as a continuous business process where category management activities are an integral part of the business. The theoretical and methodological basis of the study was the conceptual principles and methodological approaches to the management of product categories, which are highlighted by Ukrainian and foreign researchers, in the materials of periodicals, and in the Internet resources dedicated to the investigation of classical and modern concepts of category management. In the process of their development, such scientific and empirical methods as causal analysis and synthesis, deduction and induction, systematisation and generalisation, system and process approaches were used. The conducted research revealed the presence of significant reserves for the development of category management at industrial enterprises. According to the results of “The Future of Category Management” survey, such global macro trends of the transformation of category management were identified as the store of the future; digital supply system; the future of the food market; the growing role of environmental, social, and corporate responsibility. An approach to assessing the state of category management at a trade and industry enterprise is proposed, with the help of checklists for monitoring the state of provision of category management and monitoring the assessment of the organisational effect in the field of enterprise category management. The proposed approach to assessing the state of category management will contribute to the improvement of approaches to planning, information, and analytical support and control over the main management processes at the enterprise

The article is devoted to research of theoretical problems of the con- cepts of the subject and object of public marketing. The definitions of these con- cepts are considered in the article, the evolution of their development is studied. The article provides an analysis of the main approaches to the notion of subjects and objects of public marketing, their relationship and role in the processes of pub- lic marketing. The authors proposes concrete approaches to their systematization. These approaches allow us to identify specific types of public marketing and their main characteristics. Relying on the analysis of the concept of “subject of public (state) manage- ment”, it is concluded that as bodies of state marketing, most often act as execu- tive bodies of state power. In this case, the following levels of marketing subjects in the system of public administration are allocated: the highest level of executive power; Branch central bodies of executive power; Local government bodies; Sepa- rate government agencies. It is noted that the diversity of subjects of public marketing is explained, first of all, by the dependence on the tasks of the state and municipal government, the possibilities of introducing the marketing concept of these subjects and certain characteristics of the said objects of state marketing. It is noted that the concept of “subject of public marketing” is not always the identical notion of “subject of public administration”. First, not all public authori- ties are subjects of state marketing. In some cases, this is not appropriate, for ex- ample, in the activities of the Ministry of Defense of Ukraine or the Ministry of Internal Affairs of Ukraine. Secondly, state marketing is just one of many alterna- tive management concepts, which is not always the most effective in the public administration system.

Ромат Євгеній Вікторович, доктор наук з державного управління, професор, завідувач кафедри кафедри маркетингу Київського національного торговельно-економічного університету Білявська Юлія Вікторівна, кандидат економічних наук, доцент, доцент кафедри менеджменту Київського національного торговельно-економічного університету ГЕЙМІФІКАЦІЯ ТА ЇЇ СПРИЙНЯТТЯ ПОКОЛІННЯМ «Z» Стаття присвячена узагальненню позитивного та негативного досвіду вітчизняних і зарубіжних компаній у галузі застосування ігрових технологій у процесі маркетингових комунікацій та управління підприємством. Виходячи з того, що в цілому гейміфікація розглядається як використання ігрових елементів та механіки гри в неграфічному контексті, обґрунтовано доцільність її використання в управлінні персоналом та роботі зі споживачами. Розглянуто основні положення та принципи технології гейміфікації та зроблено висновок, що це є одним з актуальних напрямів розвитку бренд-менеджменту. Аналіз наукових джерел дав підстави для виокремлення основних типів «гравців» в гейміфікації, а саме: гравець, комунікатор, творець, ачівер та філантроп. У ході дослідження виявлено, що у науковій практиці України гейміфікація не отримала поки що широкого поширення. Також за результатами дослідження сформовано сучасний портрет геймера в Україні.

The article is devoted to research of theoretical problems of the concepts of the subject and object of public marketing. The definitions of these concepts are considered in the article, the evolution of their development is studied. The article provides an analysis of the main approaches to the notion of subjects and objects of public marketing, their relationship and role in the processes of public marketing. The authors proposes concrete approaches to their systematization. These approaches allow us to identify specific types of public marketing and their main characteristics. Relying on the analysis of the concept of “subject of public (state) management”, it is concluded that as bodies of state marketing, most often act as executive bodies of state power. In this case, the following levels of marketing subjects in the system of public administration are allocated: the highest level of executive power; Branch central bodies of executive power; Local government bodies; Separate government agencies. It is noted that the diversity of subjects of public marketing is explained, first of all, by the dependence on the tasks of the state and municipal government, the possibilities of introducing the marketing concept of these subjects and certain characteristics of the said objects of state marketing. It is noted that the concept of “subject of public marketing” is not always the identical notion of “subject of public administration”. First, not all public authorities are subjects of state marketing. In some cases, this is not appropriate, for example, in the activities of the Ministry of Defense of Ukraine or the Ministry of Internal Affairs of Ukraine. Secondly, state marketing is just one of many alternative management concepts, which is not always the most effective in the public administration system.