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The study used the following general scientific methods of theoretical and empirical research: a systematic approach -to justification for parametric index at set prices based on the additional premium for quality, based on the use of quantitative and qualitative indicators; methods of theoretical generalization -for grouping the principles and functions of prices in the context of the concept of cognitive marketing; the method of dispersion analysis -to detect and assess the price formation dependence not only on quantitative characteristics (material costs), but also on the qualitative characteristics of the product (parametric quality index); the method of correlation-regression analysis -for constructing a regression model of pricing. The main results of the study were to identify the differences in the marketing mix in the context of the concepts of cognitive and traditional marketing. The evolution of cost categories in the concept of cognitive marketing was substantiated. It was proposed the concept of cognitive value. Innovative demand was defined as a new factor influencing pricing. The formation of value through the use of methods for the formation of demand for innovative products was proposed. A new price function and pricing algorithm in the concept of cognitive marketing was substantiated. An approach is proposed that involves the creation of potential demand at the expense of the value already specified by the manufacturer. It was substantiated that the value of the factors of production should be transferred to the value of the goods, which involves taking into account the value of both the material and the intangible compo-JEL classification:

Оцінка фактОрів впливу на прОдуктивність праці машинОбудівних підприємств гірничОдОбувнОї прОмислОвОсті Purpose. The article is devoted to the investigation of factors influencing labour productivity of machine-building enterprises in mining industry and to their evaluation in order to increase the competitiveness. To develop ways to increase the competitiveness of engineering enterprises within the same mining industry by the means of increasing their labour productivity. To determine the relationship between labour productivity at engineering enterprises of mining industry and return on assets as well as return on sales using correlation analysis. To ground and to explain the indicator of labour as basis for the formulation of quantitative and qualitative indicators used in further assessment of production competitiveness at machine-building enterprises. Methodology. The study uses the methods of analysis and synthesis, deduction and induction (in determining the factors affecting company's productivity), systematization and generalization (to clarify the relationship between living and materialized labour, to suggest new ways to increase productivity and, thus, enhance enterprises' competitiveness), correlation analysis (in determining the relationship between labour productivity at machine-building enterprises of mining industry and the indicators of return on assets and return on sales). Findings. Impacts on productivity of machine-building enterprises within the mining industry are analysed and explained. Forms of labour productivity are investigated on the sample of these enterprises. Ways for further improvement are determined concerning the increased productivity of these enterprises that are producing equipment for the mining industry which include: improving the organization of production and labour through formation of labour force possessing newest qualifications; transformation of factors of macroeconomic environment of these enterprises, especially those of ecological sphere; structural transformation of production, aimed at modernization of fixed assets; creation and development of necessary social infrastructure; ensuring business competitiveness based on the definition of marginal productivity. The authors suggest new directions of increasing enterprises' competitiveness through implementation of following measures: revision of the key competitive strategies; increase in revenue through higher prices and raised marketing spendings; cost cutting; reduction of illiquid assets; combining all these methods from above. It is also recommended to ensure these enterprises' competitiveness on the basis of determining their marginal productivity. The degree of influence of return on assets and sales margins on productivity of machine-building enterprises within the mining industry is established using correlation analysis. Originality. The level of labour productivity is economically grounded through the use of both quantitative and qualitative indicators directed on the measurement of the competitiveness...

The article considers aspects of formation of marketing strategy of territory branding, yak the basis of strategic development. Attention is paid to the components of the strategy of sustainable development and its interaction with the elements of the territorial product and its influence on the image of the territory. A strategic analysis of the territory was carried out on the example of Odessa, which made it possible to form priorities for the strategic development of the territory. A marketing study was conducted by residents of Odessa regarding their attitude to the existing image of the city. Two main clusters of city residents were identified, depending on their perception of the image of the territory of residence. Proposals for the development of the territory's brand have been formed. Improved classification of marketing strategies for branding territories is proposed. This approach made it possible to formulate branding strategies for the territory in accordance with the goals of sustainable development. The classification has been expanded through the following positioning strategies: strategy of socio-economic image; strategy of environmental friendliness of the territory; strategy of a unique image of the territory; strategy for the image of a territory with a high level of comfort and safety; strategy of the territory's image as an innovation hub. This allows you to form strategies for branding the territory in accordance with the goals of sustainable development of the territory.

The article proposes a methodical approach for taking into account the information component when prices are set for the production of machine-building enterprises. It is proposed to form the price of the finished product of machine-building enterprises, including the surcharge to the price, which takes into account the value of the information component of the product. The methodical approach is based on the system of statistical and mathematical assessment of the risk of impairment of the information component of the product, thus taking into account the level of price risk. It is proposed to calculate the value of the information component of the machine-building enterprises' products and in supply chains, taking into account the different levels of value created by means of expert assessments and the calculation of the value ratio. The methodological approach is universal in the field of pricing in the management of supply chains.