Траєкторія руху маркетингу – від традицій до інновацій

Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness of products. Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods. Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development of marketing support is a sophisticated dialectical process of interaction between factors from the external environment and the targeted influence of drivers associated with the production of competitive products that satisfy certain market needs. We have reviewed and substantiated the essence, objectives, basic tools and principles of marketing function. We have developed and scientifically substantiated organizational components in the innovative marketing at enterprises based on ensuring the coordinated interaction between their innovation and marketing activities. The essence, content, and principles of the term "innovative marketing" have been defined. We propose a classification of varieties of innovative marketing depending on their functional belonging. Practical implications. Results of the study can be used in the development of proposals related to the effective formation and application of marketing at an enterprise. Originality/Value. We have devised a classification of the marketing function at an enterprise. The basic principles of marketing function have been substantiated. We have defined the methodological provisions for studying the marketing function at an enterprise. The essence, content, and structure of innovative marketing have been determined as an important and integral component of conducting an economic activity by an enterprise, which implies the creation of a fundamentally new product (good, technology, service); the application of innovative marketing has been emphasized for improving business processes at an enterprise. Research limitations/Future research. The task is to develop an effective mechanism for the efficient functioning of marketing under different situational and market-led fluctuations under conditions of market volatility. Paper type – theoretical.Цель работы – обзор современных концепций маркетинга, определение составляющих элементов системы маркетинга предприятий и обоснование основных постулатов развития инновационного маркетинга предприятий для повышения конкурентоспособности продукции. Дизайн/Метод/Подход исследования. В процессе исследования использованы методы теоретического обобщения, аргументации и абстракции, аналитический, монографический, диалектический. Результаты исследования. Раскрыты сущность и содержание понятия маркетинга. Обосновано, что развитие маркетингового обеспечения - это сложный диалектический процесс взаимодействия факторов внешней среды и целенаправленного воздействия факторов, связанных с производством конкурентоспособной продукции, удовлетворяющей определенные рыночные потребности. Рассмотрены и обоснованы сущность, задачи, основные инструменты и принципы маркетингового обеспечения. Разработаны и научно обоснованы организационные составляющие инновационного маркетинга предприятий на основе обеспечения согласованного взаимодействия их инновационной и маркетинговой деятельности. Определена сущность, содержание и принципы термина «инновационный маркетинг». Предложена классификация видов инновационного маркетинга в зависимости от их функциональной принадлежности. Практическое значение исследования. Результаты исследования можно использовать при разработке предложений по эффективному формированию и использованию маркетинга. Оригинальность/Ценность/Научная новизна исследования. Осуществлена классификация маркетингового обеспечения предприятия. Обоснованы основные принципы маркетингового обеспечения. Определены методологические основы исследования маркетингового обеспечения предприятий. Определена сущность, содержание и структуру инновационного маркетинга как важной и неотъемлемой компоненты ведения хозяйственной деятельности предприятия, которая предусматривает создание принципиально новой продукции (товара, технологии, услуги); выделены использования инновационного маркетинга для совершенствования бизнес-процессов на предприятии. Ограничение исследования/Перспективы дальнейших исследований. Разработать эффективный механизм рационального функционирования маркетинга для различных ситуационных и конъюнктурных колебаний в условиях волатильности рынка. Тип статьи – теоретическая.Мета роботи – оглянути сучасні концепції маркетингу, визначити складники системи маркетингу підприємств і обгрунтувати основні постулати розвитку інноваційного маркетингу підприємств для підвищення конкурентоспроможності продукції. Дизайн/Метод/Підхід дослідження. У дослідженні застосовано методи теоретичного узагальнення, аргументації та абстракції, аналітичний, монографічний, діалектичний. Результати дослідження. Розкрито суть і зміст поняття маркетингу. Обґрунтовано, що розвиток маркетингового забезпечення – це складний діалектичний процес взаємодії чинників зовнішнього середовища і цілеспрямованого впливу чинників, пов’язаних з виробництвом конкурентоспроможної продукції, що задовольняє певні ринкові потреби. Розглянуто і обґрунтовано сутність, завдання, основні інструменти та принципи маркетингового забезпечення. Розроблено і науково обґрунтовано організаційні складові інноваційного маркетингу підприємств на основі забезпечення узгодженої взаємодії їх інноваційної та маркетингової діяльності. Визначено сутність, зміст і принципи терміну «інноваційний маркетинг». Запропоновано класифікацію різновидів інноваційного маркетингу у залежності від їх функціональної приналежності. Практичне значення дослідження. Результати дослідження можна використовувати при розробці пропозицій щодо ефективного формування та використання маркетингу на підприємстві. Оригінальність/Цінність/Наукова новизна дослідження. Здійснено класифікацію маркетингового забезпечення підприємства. Обґрунтовано основні принципи маркетингового забезпечення. Визначено методологічні засади дослідження маркетингового забезпечення підприємств. Визначено сутність, зміст і структуру інноваційного маркетингу як важливої і невід’ємної компоненти ведення господарської діяльності підприємства, котра, передбачає створення принципово нової продукції (товару, технології, послуги); виокремлено використання інноваційного маркетингу для вдосконалення бізнес-процесів на підприємстві. Обмеження дослідження/Перспективи подальших досліджень. Розробити ефективний механізм раціонального функціонування маркетингу для різних ситуаційних і кон’юнктурних коливань в умовах волатильності ринку. Тип статті – теоретична

Prospects for the use of apiproducts in human healthy nutrition

It has been established, that the development and implementation of the practice of using biologically active components of nutrition is one of the areas of modern dietetics, which are developing dynamically. Apiproducts are a very promising source of biologically active substances. Fundamental studies of domestic and foreign scientists have proven their high biological value, versatile pharmacological activity (anti-inflammatory, antimicrobial, analgesic, antioxidant, immunostimulatory, anti-radiation, etc.). The use of apiproducts for the prevention and treatment of a number of human diseases is a comprehensively studied phenomenon in terms of beekeeping, botany, chemistry, microbiology, pharmacology, medicine and pharmacy. It has been proved, that the action of individual apiproducts and their components allows to use them effectively in practical apitherapy. Because these products differ significantly depending on their chemical composition, they are divided into two groups. The first includes honey, flower pollen, perga (a product of conservation of flower pollen in a hive) and, in part, drone brood. As mixtures of valuable BAS and metabolites, they are used mainly to increase the biological value of traditional foods and create new compositions. The second group includes bee venom, propolis and, in part, royal jelly, which are therapeutic agents by their nature and are used to correct physiological functions and metabolism, have regulatory effects, and their action is realized through the effect on the lipid matrix of biological membranes and membrane proteins. It has been established, that the use of these food components in health nutrition and production of health and medical foods is a promising are

Phytocenotic features of Calluna vulgaris (L.) Hill. in Ukrainian Polesie

Middle-aged pine and birch-pine forests of the Dicrano-Pinenion suballiance are the most common biotopes of Calluna vulgaris (L.) Hill. in Ukrainian Polesie. This species occurs mostly as solitary plants in forest phytocenoses; rarely its projective coverage can reach 40-45%. C. vulgaris has the highest constancy in phytocenoses of the Peucedano-Pinetum association in Right-bank Polesie. The forests of the Piceo-Vaccinienion uliginosi Seibert in Oberd. (ed.) 1992 suballiance and the Piceion excelsae Pawłowski et al. 1928 alliance are rare habitats of C. vulgaris; they occur only in Right-bank Polesie of Ukraine. Heathlands are rare ecosystems for Ukrainian Polesie, their vegetation is represented by plant communities of the Calluno-Ulicetea Br.-Bl. et Tx. ex Klika et Hadač 1944 and the Nardetea strictae Rivas Goday et Borja Carbonell in Rivas Goday et Mayor Lopez 1966 classes. They are forming in the significantly anthropogenically disrupted territories (e.g. areas after wildfires) or in the areas with intensive human activities, firstly in the military training areas. The phytocenoses of the Calluno-Genistetum pilosae R. Tx. 1937 association occur only in Right-bank Polesie and are the largest heathlands of Ukrainian Polesie in general. For example, in the Rivne region, their area is up to 20 km2. The area of heathlands, belonging to the Calluno-Nardetum strictae Hrync. 1959 association, does not exceed several hectares. The phytocenoses of the Scabioso canescentis-Genistetum Balcerk. et Brzeg 1993 association are represented with small plots in landscapes of pine forests and less frequently in mixed forests on upland terraces of Left-bank Polesie rivers. The characteristic feature of Calluna vulgaris spreading in Right-bank Polesie of Ukraine is its large participation (sometimes with the projective cover up to 80%) and high constancy (92,7%) in phytocenoses of oligotrophic bogs of the Ledo-Sphagnetum magellanici (Malc. 1929) Kästner et Flössner 1933 association. The populations of Calluna vulgaris, explored in the forest phytocenoses of the Cladonio-Pinetum Juraszek 1927 association on the territory of Ukrainian Polesie, are incomplete. Their age spectrum maximum falls on generative individuals. The “Right-bank” population of Calluna vulgaris are characterized by more active proliferation of plants and spreading on new territories. Aging processes dominate among the “left-bank” populations. Generally, environmental conditions of Ukrainian Right-bank Polesie are more favorable to Calluna vulgaris, than conditions of Left-bank Polesie

Ertugliflozin and Slope of Chronic eGFR: Prespecified Analyses from the Randomized VERTIS CV Trial

Background and objectives A reduction in the rate of eGFR decline, with preservation of $0.75 ml/min per 1.73 m2 per year, has been proposed as a surrogate for kidney disease progression. We report results from prespecified analyses assessing effects of ertugliflozin versus placebo on eGFR slope from the eValuation of ERTugliflozin effIcacy and Safety CardioVascular outcomes (VERTIS CV) trial (NCT01986881). Design, setting, participants, & measurements Patients with type 2 diabetes mellitus and established atherosclerotic cardiovascular disease were randomized to placebo, ertugliflozin 5 mg, and ertugliflozin 15 mg (1:1:1). The analyses compared the effect of ertugliflozin (pooled doses, n55499) versus placebo (n52747) on eGFR slope per week and per year by random coefficient models. Study periods (weeks 0–6 and weeks 6–52) and total and chronic slopes (week 0 or week 6 to weeks 104, 156, 208, and 260) were modeled separately and by baseline kidney status. Results In the overall population, for weeks 0–6, the least squares mean eGFR slopes (ml/min per 1.73 m2 per week [95% confidence interval (95% CI)]) were 20.07 (20.16 to 0.03) and 20.54 (20.61 to 20.48) for the placebo and ertugliflozin groups, respectively; the difference was 20.47 (20.59 to 20.36). During weeks 6–52, least squares mean eGFR slopes (ml/min per 1.73 m2 per year [95% CI]) were 20.12 (20.70 to 0.46) and 1.62 (1.21 to 2.02) for the placebo and ertugliflozin groups, respectively; the difference was 1.74 (1.03 to 2.45). For weeks 6–156, least squares mean eGFR slopes (ml/min per 1.73 m2 per year [95% CI]) were 21.51 (21.70 to 21.32) and 20.32 (20.45 to 20.19) for the placebo and ertugliflozin groups, respectively; the difference was 1.19 (0.95 to 1.42). During weeks 0–156, the placebo-adjusted difference in least squares mean slope was 1.06 (0.85 to 1.27). These findings were consistent by baseline kidney status. Conclusions Ertugliflozin has a favorable placebo-adjusted eGFR slope .0.75 ml/min per 1.73 m2 per year, documenting the kidney function preservation underlying the clinical benefits of ertugliflozin on kidney disease progression in patients with type 2 diabetes mellitus and atherosclerotic cardiovascular disease. Clinical Trial registry name and registration number: US National Library of Medicine, ClinicalTrials.gov NCT01986881. Date of trial registration: November 13, 2013

Effects of ertugliflozin on kidney composite outcomes, renal function and albuminuria in patients with type 2 diabetes mellitus: an analysis from the randomised VERTIS CV trial

Aims/hypothesis In previous work, we reported the HR for the risk (95% CI) of the secondary kidney composite endpoint (time to first event of doubling of serum creatinine from baseline, renal dialysis/transplant or renal death) with ertugliflozin compared with placebo as 0.81 (0.63, 1.04). The effect of ertugliflozin on exploratory kidney-related outcomes was evaluated using data from the eValuation of ERTugliflozin effIcacy and Safety CardioVascular outcomes (VERTIS CV) trial (NCT01986881). Methods Individuals with type 2 diabetes mellitus and established atherosclerotic CVD were randomised to receive ertugliflozin 5 mg or 15 mg (observations from both doses were pooled), or matching placebo, added on to existing treatment. The kidney composite outcome in VERTIS CV (reported previously) was time to first event of doubling of serum creatinine from baseline, renal dialysis/transplant or renal death. The pre-specified exploratory composite outcome replaced doubling of serum creatinine with sustained 40% decrease from baseline in eGFR. In addition, the impact of ertugliflozin on urinary albumin/creatinine ratio (UACR) and eGFR over time was assessed. Results A total of 8246 individuals were randomised and followed for a mean of 3.5 years. The exploratory kidney composite outcome of sustained 40% reduction from baseline in eGFR, chronic kidney dialysis/transplant or renal death occurred at a lower event rate (events per 1000 person-years) in the ertugliflozin group than with the placebo group (6.0 vs 9.0); the HR (95% CI) was 0.66 (0.50, 0.88). At 60 months, in the ertugliflozin group, placebo-corrected changes from baseline (95% CIs) in UACR and eGFR were −16.2% (−23.9, −7.6) and 2.6 ml min−1 [1.73 m]−2 (1.5, 3.6), respectively. Ertugliflozin was associated with a consistent decrease in UACR and attenuation of eGFR decline across subgroups, with a suggested larger effect observed in the macroalbuminuria and Kidney Disease: Improving Global Outcomes in Chronic Kidney Disease (KDIGO CKD) high/very high-risk subgroups. Conclusions/interpretation Among individuals with type 2 diabetes and atherosclerotic CVD, ertugliflozin reduced the risk for the pre-specified exploratory composite renal endpoint and was associated with preservation of eGFR and reduced UACR. Trial registration ClinicalTrials.gov NCT0198688

Cardiovascular Outcomes with Ertugliflozin in Type 2 Diabetes

BACKGROUND The cardiovascular effects of ertugliflozin, an inhibitor of sodium–glucose cotransporter 2, have not been established. METHODS In a multicenter, double-blind trial, we randomly assigned patients with type 2 diabetes and atherosclerotic cardiovascular disease to receive 5 mg or 15 mg of ertugliflozin or placebo once daily. With the data from the two ertugliflozin dose groups pooled for analysis, the primary objective was to show the noninferiority of ertugliflozin to placebo with respect to the primary outcome, major adverse cardiovascular events (a composite of death from cardiovascular causes, nonfatal myocardial infarction, or nonfatal stroke). The noninferiority margin was 1.3 (upper boundary of a 95.6% confidence interval for the hazard ratio [ertugliflozin vs. placebo] for major adverse cardiovascular events). The first key secondary outcome was a composite of death from cardiovascular causes or hospitalization for heart failure. RESULTS A total of 8246 patients underwent randomization and were followed for a mean of 3.5 years. Among 8238 patients who received at least one dose of ertugliflozin or placebo, a major adverse cardiovascular event occurred in 653 of 5493 patients (11.9%) in the ertugliflozin group and in 327 of 2745 patients (11.9%) in the placebo group (hazard ratio, 0.97; 95.6% confidence interval [CI], 0.85 to 1.11; P<0.001 for noninferiority). Death from cardiovascular causes or hospitalization for heart failure occurred in 444 of 5499 patients (8.1%) in the ertugliflozin group and in 250 of 2747 patients (9.1%) in the placebo group (hazard ratio, 0.88; 95.8% CI, 0.75 to 1.03; P=0.11 for superiority). The hazard ratio for death from cardiovascular causes was 0.92 (95.8% CI, 0.77 to 1.11), and the hazard ratio for death from renal causes, renal replacement therapy, or doubling of the serum creatinine level was 0.81 (95.8% CI, 0.63 to 1.04). Amputations were performed in 54 patients (2.0%) who received the 5-mg dose of ertugliflozin and in 57 patients (2.1%) who received the 15-mg dose, as compared with 45 patients (1.6%) who received placebo. CONCLUSIONS Among patients with type 2 diabetes and atherosclerotic cardiovascular disease, ertugliflozin was noninferior to placebo with respect to major adverse cardiovascular events. (Funded by Merck Sharp & Dohme and Pfizer; VERTIS CV ClinicalTrials.gov number, NCT01986881.)

Design and baseline characteristics of the eValuation of ERTugliflozin effIcacy and Safety CardioVascular outcomes trial (VERTIS-CV)

Background Ertugliflozin is an inhibitor of sodium-glucose co-transporter-2 (SGLT2), approved in the United States and European Union to improve glycemic control in adults with type 2 diabetes mellitus (T2DM). The VERTIS cardiovascular (CV) outcomes trial (NCT01986881) has a primary objective to demonstrate non-inferiority of ertugliflozin versus placebo on major adverse CV events: time to the first event of CV death, nonfatal myocardial infarction, or nonfatal stroke. Secondary objectives are to demonstrate superiority of ertugliflozin versus placebo on time to: 1) the composite outcome of CV death or hospitalization for heart failure (HF); 2) CV death; and 3) the composite outcome of renal death, dialysis/transplant, or doubling of serum creatinine from baseline. Methods Patients ≥40 years old with T2DM (HbA1c 7.0–10.5%) and established atherosclerotic cardiovascular disease (ASCVD) of the coronary, cerebral, and/or peripheral arterial systems, were randomized 1:1:1 to once daily double-blind placebo, ertugliflozin 5 mg or 15 mg added to existing therapy. Results 8246 patients were randomized and 8238 received at least 1 dose of investigational product. Mean age was 64.4 years, 11.0% were ≥75 years old, and mean diabetes duration was 12.9 years with screening HbA1c of 8.3%. At entry, coronary artery disease, cerebrovascular disease, and peripheral arterial disease were present in 76.3%, 23.1%, and 18.8% of patients, respectively. HF was present in 23.1%, and Stage 3 kidney disease in 21.6% of patients. Conclusion The results from the VERTIS-CV trial will define the CV and renal safety and efficacy of ertugliflozin in patients with T2DM and ASCVD. (Am Heart J 2018;206:11-23.

Evolution of surface roughness and texture during low-temperature film deposition.

Low temperature film growth involves a competition between the energetics and kinetics of atom motion. Energetics determine the lowest energy (equilibrium) sites for atom attachment to the growing layer. Kinetics dictate the rate and manner of atom motion. At low temperatures, kinetics typically limit atom mobility and prevent the system from reaching equilibrium. Nevertheless, microstructures are often characterized by metastable growth shapes (i.e. facets, grain shape anisotropies). This dissertation addresses how growth shapes influence microstructural evolution in Si limited thickness epitaxy (LTE) and texturing of Mo films. Specific goals included, developing a methodology to measure surface roughening in-situ, determining the role of surface topography and roughness in Si LTE, identifying the correct model for Si LTE, identifying the parameters which control texture evolution, determining how in-plane texture scales with film thickness, and developing a model to explain in-plane texturing. These goals are addressed sequentially in the dissertation. Reflection high energy electron diffraction and transmission electron microscopy (TEM) analyses of surface roughening were used to investigate Si (100) LTE. Si LTE was characterized by a saturation roughness (\rm E\sb{act} -0.31\ \pm\ 0.1 eV) near the crystalline/amorphous transition, and the formation of critically-sized Si $\{111\}$ facets. Growth on these facets results in nucleation of amorphous Si. On high-indexed Si $\{hkl\}$ surfaces (investigated using a CoSi\sb2 template technique) pre-existing Si $\{111\}$ facets accelerated the transition to amorphous growth. It is concluded that all Si LTE phenomena involve growth on critically-sized Si $\{111\}$ facets. Texturing during Mo film growth was investigated with TEM, x-ray pole figures and grazing incidence x-ray scattering. Experiments revealed that in-plane texturing is a competitive grain growth process which requires an obliquely incident flux and anisotropic Mo grain shapes. In the texturing model, self-shadowing results in anisotropic in-plane growth rates from obliquely incident fluxes. Anisotropic surface free energy and diffusion cause faceted elongated Mo grains to form. It is shown that both the self-shadowing and grain shape anisotropies are required for an in-plane texture to evolve. In conclusion, both Si LTE and Mo texturing are linked to specific features in the growth shapes: stable $\{111\}$ facets in Si, and elongated faceted grain shapes in Mo.Ph.D.Applied SciencesEngineering, Materials scienceMaterials scienceUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/130025/2/9711998.pd

Konwergencja czynników wpływających na rynek produktów mleczarskich: analiza porównawcza krajów Unii Europejskiej

The European Union is a large producer of milk and dairy products. It is also a significant market for the consumption of dairy products, which is characterised by effective demand, and it significantly influences the markets of other food products. The main milk producers in the EU are Germany, France, Poland, the Netherlands, Italy and Spain. Intensive migration has contributed to additional demand for food products, in particular, dairy products. This provided the basis for the construction and calculation of a dynamic model of dairy production, the export of dairy products, and the coexistence with the existing population as the main consumers in the EU–27 countries and Great Britain between 2004 and 2020.An additional research value is that based on the presentation of the analysis and modeling, the relationship between the growth in the demand for dairy products and the growth in the population is established. The reason for the large population in the countries of Central and Eastern Europe is intensive migration flows, which increase the demand for dairy products. The increase in volumes reduces the cost price, which contributes to the export of dairy products, and also contributes to the increase in the volume of production of dairy products. The resulting models made it possible to analyse the influence of population growth on the increase in production volume. At the same time, the dependence and influence of the export of dairy products on the increase in the volume of production of dairy products in the EU–27 and Great Britain countries is investigated.The results of the mathematical modelling indicate unique opportunities to develop the dairy sector of individual EU–27 countries, i.e., the Czech Republic, the Netherlands, and Poland. These countries have a rational ratio of the influence of the population growth factor on the increase in the volume of dairy production and the optimal influence of the export of dairy products on the increase in the volume of dairy production.Unia Europejska jest dużym producentem mleka i przetworów mlecznych, a jednocześnie znaczącym rynkiem konsumpcyjnym, który charakteryzuje się efektywnym popytem i znacząco wpływa na rynki innych produktów spożywczych. Głównymi producentami mleka w UE są Niemcy, Francja, Polska, Holandia, Włochy i Hiszpania. Intensywne procesy migracyjne przyczyniają się do dodatkowego popytu na produkty spożywcze, w szczególności produkty mleczne. Dało to podstawę do budowy i kalkulacji modelu dynamicznego produkcji mleczarskiej, eksportu produktów mleczarskich oraz współistnienia z populacją jako głównym konsumentem w krajach UE–27 i Wielkiej Brytanii w latach 2004–2020.Uzyskane zależności umożliwiły analizę wpływu czynnika wzrostu populacji na wzrost wielkości produkcji. Jednocześnie zbadano zależność i wpływ eksportu produktów mleczarskich na wzrost wielkości produkcji produktów mleczarskich w krajach UE–27 i Wielkiej Brytanii.Wyniki przeprowadzonego modelowania matematycznego wskazują na unikalne możliwości rozwoju sektora mleczarskiego poszczególnych krajów UE–27: Czech, Holandii, Polski. Kraje te mają racjonalny stosunek wpływu czynnika wzrostu liczby ludności na wzrost wolumenu produkcji mleczarskiej oraz optymalny wpływ eksportu produktów mleczarskich na wzrost wolumenu produkcji mleczarskiej