Міжнародний маркетинг та маркетинговий аудит в контексті європейської інтеграції та глобалізації

Особливості міжнародного маркетингу визначаються специфікою зовнішнього середовища, в умовах якої він реалізується. Перш за все необхідно враховувати ставлення національного уряду до зовнішньоекономічної діяльності. Воно може створювати сприятливі умови для здійснення зовнішньоекономічної діяльності. І навпаки, уряд може бути незацікавленим у виході окремих своїх фірм на зовнішній ринок, може створити всілякі перешкоди на цьому шляху. Для маркетингу в цілому та для міжнародного маркетингу сьогодні характерне швидке старіння ідей і концепцій, викликане змінами ринкової ситуації. А система управління компанією інерційна: маркетингові стратегії, методи і прийоми, які застосовувалися вчора, застосовуються і сьогодні. Тому корисно залучати сторонніх фахівців для проведення маркетингового аудиту, що дозволяє по-новому поглянути на звичні обставини і умови, привнести нові ідеї і відкрити нові можливості. Передбачається, що процеси глобалізації мають суттєвий влив не тільки на розвиток міжнародного маркетингу, а й на маркетинговий аудит, що в свою чергу дає змогу визначити особливості міжнародного маркетингу. Метою статті є дослідження сутності міжнародного маркетингу та маркетингового аудиту, представлено основні їх характеристики та принципи взаємодії в сучасних умовах господарювання. Методи дослідження: метод системного аналізу та логічного узагальнення – для імплементація напрямів розвитку міжнародного маркетингу; субстратний підхід – для обґрунтування та систематизації особливостей міжнародного маркетингу та маркетингового аудиту. Обґрунтовано особливості міжнародного маркетингу та маркетингового аудиту, це дає змогу оцінити діяльність підприємства в сфері маркетингу та міжнародного маркетингу, порівняти отримані дані про маркетингову діяльність підприємства на внутрішньому та зовнішньому ринках з підходом до маркетингу прямих конкурентів, розробити рекомендації щодо підвищення ефективності роботи маркетингового підрозділу на підприємстві, щодо застосування сучасного інструментарію маркетингу та особливостей міжнародного маркетингу і визначити алгоритм їх реалізації, щоб відповісти на нові вимоги ринку і конкурентної ситуації, оцінити ефективність діючого персоналу служби маркетингу, прийняти кадрові рішення, визначити якісні та кількісні потреби в персоналі. Питання проведення маркетингового аудиту в сьогоднішніх умовах функціонування підприємств має першочерговий характер. Його необхідність полягає в визначенні ефективності існуючих методів управління, а також вироблення нових підходів до створення комплексу маркетингу в рамках стратегії підприємства, що діє в умовах евроінтеграційних та глобалізаційних процесів.Features of international marketing are determined by the specific environment in which it is implemented. First of all, it is necessary to take into account the attitude of the national government to foreign economic activity. It can create favorable conditions for carrying out foreign economic activities. Conversely, the government may be uninterested in the entry of its individual firms into the foreign market, and may create all sorts of obstacles along the way. Marketing in general and international marketing today is characterized by the rapid aging of ideas and concepts caused by the changing market situation. And the company management system is inertial: the marketing strategies, methods and techniques used yesterday are still in use today. Therefore, it is useful to involve third parties to conduct a marketing audit, which allows you to take a fresh look at the usual circumstances and conditions, bring in new ideas and open up new opportunities. It is assumed that the processes of globalization have a significant impact not only on the development of international marketing, but also on marketing audit, which in turn allows to determine the features of international marketing. The aim of the article is a study of the essence of international marketing and marketing audit, presents their main characteristics and principles of interaction in modern business conditions. The research methodology: method of systematic analysis and logical generalization – for implementation of directions of development of international marketing; substrate approach – to justify and systematize the features of international marketing and marketing audit. Features of international marketing and marketing audit are substantiated, it allows to evaluate the activity of the enterprise in the sphere of marketing and international marketing, to compare the obtained data on the marketing activity of the enterprise in the domestic and foreign markets with the approach to the marketing of direct competitors, to develop recommendations for increasing the efficiency of marketing division, on the use of modern marketing tools and features of international marketing and to determine the algorithm their implementation to meet the new requirements of the market and the competitive situation, to evaluate the effectiveness of existing staff of marketing, make personnel decisions, identify qualitative and quantitative needs for staff. The question of conducting a marketing audit in today's conditions of functioning of enterprises is of the highest priority. Its need is to determine the effectiveness of existing management methods, as well as to develop new approaches to creating a complex marketing within the enterprise strategy, which operates in the context of European integration and globalization processes

Opportunities for immunocorrection aiming for reduction of morbidity in the areas with adverse occupational and environmental conditions

Previous studies have shown that prolonged professional contact with chemical xenobiotics contributes to sensitization of immune system and development of typical immunopathological processes, i.e., allergies and autoimmune diseases. Origin and severity of immune system disorders depends on the spectrum and duration of exposure to adverse factors and patterns of professional activity at the chemically hazardous facilities. The study of structural and functional changes in cellular, humoral and some factors of innate immunity in people working and living in areas with unfavorable environmental conditions revealed a number of immunological disorders that can be characterized as secondary immunodeficiency conditions, which may manifest with increased frequency of acute respiratory infections and other chronic diseases. Much attention is given to prevention and treatment of secondary immunodeficiency conditions, which are associated with decreased numbers of lymphocytes expressing CD3, CD4, CD8. The purpose of the study was determined by recent positive experience of using highly effective drugs based on thymic regulatory peptides affecting various steps of homeostasis, in order to correct immune disorders caused by exposure to radiation and other toxic substances. The aim of this study was to evaluate changes in immunity and effectiveness of immune correction by means of immunotropic drugs, i.e., Thymogen nasal spray, and Cytovir-3 capsules, in the cohorts living and working under the conditions of heavy chemical exposure. We observed 249 persons aged 18 years to 63 years recruited from the employees of the “Polygon “Krasny Bor” State Enterprise. The people had longterm professional contacts with the components of industrial toxic waste were under examination. Group 1 consisted of the administration staff, group 2 included drivers of special cargo transport. The control group consisted of 137 employees at the car enterprises in Saint Petersburg. The duration of follow-up observation was 1 year. The patients with a detected decrease in cellular immunity received immunotropic drugs based on alpha-glutamyl-tryptophan (Thymogen nasal spray dosed (Thymogen, 62 persons), or combined encapsuleted Cytovir-3 drug (Cytovir, 31 cases). 14 days after finishing the course, a second immunological study was conducted. Following the immunotropic therapies, the subjects showed an increase in relative content of CD3+, CD4+, and CD8+ subpopulations, normalization of functional oxygen-dependent metabolism of polymorphonuclear neutrophil granulocyte system in the NBT test, as well as harmonization of the content of serum immunoglobulin contents. The one-year follow-up showed high effectiveness of these drugs, as shown by decreased incidence of acute infectious and lower exacerbation rates of chronic respiratory and gastrointestinal diseases. For the group 1 with working experience of 1 to 5 years, the persons who received Thymogen exhibited lower incidence of acute respiratory viral infections (a 37% decrease), like as less frequency of bronchopulmonary diseases (by 25% from the baseline). The patients with long-term work experience in an unfavorable area (Group 2), who received Thymogen, have shown four-fold reduction in acute respiratory morbidity, decreased frequency of other respiratory diseases (1.5-fold), and disorders of digestive organs (a 1.75-fold decrease). Among persons from the 1st and 2nd groups with work experience of up to 1 year, who received Cytovir-3, the SARS incidence decreased by 1.95 and 2.0 times, respectively. It is shown that timely detection of immune system disorders induced by the influence of complex harmful chemical factors, and administration of selective immunocorrecting therapy may contribute to reduction of acute and chronic morbidity in the people working under unfavorable environmental conditions

Two years of experience in hospital surveillance for the severe influenza like illnesses in St. Petersburg: etiology, clinical characterization of diseases, antigenic and genetic properties of isolated influenza viruses

In this paper, we analyze the etiology of the diseases occurring during two consecutive influenza epidemic seasons in St. Petersburg, Russian Federation. The analysis is based on the results of the PCR diagnostics of the clinical samples collected from patients hospitalized in three St. Petersburg hospitals with influenza like illnesses (ILI). It was shown that the influenza virus A(H1N1)pdm09 was the dominant causative agent during the 2012-2013 epidemic season while, in the 2013-2014 season, A(H3N2) virus was predominant among adults and children. The influenza B virus activity was high in the 2012-2013 season and low in the 2013-2014 season. During both seasons, the main causative agent for the hospitalization of young children was respiratory syncytial virus (RSV), followed by rhinovirus and influenza virus. The rate of involvement of parainfluenza, adenovirus, metapneumovirus and coronavirus was low and was negligible for bocavirus. Children 0-2 and 3-6 years old formed the group of patients that was affected by acute respiratory infection agents the most. Children younger than 3 months old were the major group of the intensive care unit (ICUs) patients and only 27.5% of them were adults. RSV and rhinovirus were the leading cause of ILI among the children admitted to ICU. Among the adult patients admitted to the ICU, only influenza A(H1N1)pdm09, A(H3N2) and B viruses were detected during both influenza seasons.According to the results of the antigenic and genetic analysis, most influenza A(H1N1)pdm09 and A(H3N2) viruses circulating in St. Petersburg matched the vaccine strains recommended by the WHO for vaccine composition in the 2012-2013 and 2013-2014 seasons.In this paper, we analyze the etiology of the diseases occurring during two consecutive influenza epidemic seasons in St. Petersburg, Russian Federation. The analysis is based on the results of the PCR diagnostics of the clinical samples collected from patients hospitalized in three St. Petersburg hospitals with influenza like illnesses (ILI). It was shown that the influenza virus A(H1N1)pdm09 was the dominant causative agent during the 2012-2013 epidemic season while, in the 2013-2014 season, A(H3N2) virus was predominant among adults and children. The influenza B virus activity was high in the 2012-2013 season and low in the 2013-2014 season. During both seasons, the main causative agent for the hospitalization of young children was respiratory syncytial virus (RSV), followed by rhinovirus and influenza virus. The rate of involvement of parainfluenza, adenovirus, metapneumovirus and coronavirus was low and was negligible for bocavirus. Children 0-2 and 3-6 years old formed the group of patients that was affected by acute respiratory infection agents the most. Children younger than 3 months old were the major group of the intensive care unit (ICUs) patients and only 27.5% of them were adults. RSV and rhinovirus were the leading cause of ILI among the children admitted to ICU. Among the adult patients admitted to the ICU, only influenza A(H1N1)pdm09, A(H3N2) and B viruses were detected during both influenza seasons. According to the results of the antigenic and genetic analysis, most influenza A(H1N1)pdm09 and A(H3N2) viruses circulating in St. Petersburg matched the vaccine strains recommended by the WHO for vaccine composition in the 2012-2013 and 2013-2014 seasons

Lipoprotein(a) concentration and the blood content of INFγ-producing T-helpers 17 (Th17/1) in males with premature coronary artery disease

Aim. To analyze the relationship of blood lipid profile parameters, including the level of lipoprotein(a) (Lp(a)), and the content of circulating CD4+ T-lymphocytes with premature coronary artery disease (CAD).Material and methods. This retrospective cross-sectional study included 76 men aged 40 to 79 years. Patients were divided into following groups: main group — patients with CAD (58 [54;64] years, n=56) onset before the age of 55; control group — patients (62 [57;66] years, n=20) without CAD and obstructive CAD and peripheral arterial disease. Statins were taken by 51 (91%) and 9 (45%) patients in the main and control groups, respectively. In serum and plasma samples, lipid spectrum parameters and Lp(a) concentration were determined. Cellular phenotyping was performed by direct immunofluorescence in a culture of mononuclear leukocytes isolated from blood. To determine cytokines, cells were in vitro activated with inhibitor of intracellular transport of secretory proteins. Cell fluorescence was determined using flow cytometry.Results. Patients of both groups were comparable in age, body mass index, prevalence of hypertension and diabetes. Blood Lp(a) concentrations were higher in the CAD group than in the control group (49 [10;102] mg/dL vs 12 [4,3;32] mg/ dL, p<0,05). The content of INFγ-producing T-helpers 17 (Th17/1) was also higher in the CAD group (19 [15;24] vs 13 [11;22], % of Th17, p=0,05). Logistic regression revealed that elevated Lp(a) levels (≥30 mg/dL) and relative amounts of Th17/1 (>14% of Th17) independently of each other, atherogenic lipoprotein cholesterol levels, classical risk factors, and statin use were associated with premature CAD in the general group of patients with odds ratio (OR) of 4,6 (95% confidence interval (CI), 1,1-20,2) and 10,9 (2,1-56,7), p<0,05, respectively. The combination of Lp(a) >30 mg/dl and Th17/1 over 14% significantly increased the risk of premature CAD (OR, 28,0, 95% CI, 4,31-181,75, p=0,0005).Conclusion. We have shown for the first time that an increased Lp(a) concentration with an increased Th17/1 content is associated with the premature CAD in men

ОСОБЕННОСТИ ДИНАМИКИ ИММУННОГО ОТВЕТА ПРИ ГРИППЕ У ДЕТЕЙ НА ФОНЕ ИНТЕРФЕРОНОТЕРАПИИ

The paper presents clinical and laboratory study results of the immune response indicators dynamics in 199 children aged 1 year to 14 years with verified diagnosis of influenza depending on the type of immune response to the treatment with recombinant interferon alpha-2b (IFN) (Grippferon®, nasal drops). A total of 100 people received this medication, whereas 99 patients in the control group received pathogenetic therapy. The immune response type was determined on the basis of the polarisation coefficients (PC) suggested by the authors: PC1 = IL-4/IFN-γ and PC2 = IL-10/IFN-γ obtained by calculating the content ratio in the serum cytokines of IL-4 to IFN-γ and IL-10 to IFN-γ, responsible for the predominant type of immune response to antigen introduction.  A good therapeutic efficacy of the intranasal medication of recombinant interferon alfa-2b was established for the treatment of influenza in children, given both the Th1and Th2-type immune response. This allows us to recommend  this medication for use in children, regardless of the immune response type.Представлены результаты клинико-лабораторного исследования динамики показателей иммунного ответа у 199 детей в возрасте от 1 года до 14 лет при верифицированном гриппе в зависимости от типа иммунного ответа на фоне применения препарата рекомбинантного интерферона (IFN) альфа-2b (Гриппферон®, капли назальные) (100 человек получали препарат, 99, получавшие патогенетически направленную терапию, вошли в состав группы сравнения). Тип иммунного ответа определяли на основании предложенных авторами коэффициентов поляризации (КП) КП1 = IL-4/IFN-γ и КП2 = IL-10/IFN-γ, полученных при расчете соотношения содержания в сыворотке крови цитокинов IL-4 к IFN-γ и IL-10 к IFN-γ, ответственных за преимущественный тип иммунного  ответа на внедрение антигена. Установлена хорошая лечебная эффективность интраназального применения препарата рекомбинантного интерферона альфа-2b в комплексной терапии гриппа у детей как при Th1, так и при Th2 типе иммунного ответа, что позволяет рекомендовать его применение у детей, независимо от типа иммунного ответа

Особенности этиологической структуры ОРВИ в отдельных возрастных и профессиональных группах населения Санкт-Петербурга в эпидемический сезон 2013-2014 гг .

The objective. To study etiological structure of acute respiratory viral diseases in the hospitalized patients of different age groups and to reveal their peculiarities in children and adults, as well as in adults of draft age (18–26 years) among civilians and military recruits.Materials and methods. 2202 in patients with acute respiratory diseases of moderate and severe degree, including 1123 patients (51.0%) aged up to 18 years and 1079 patients (49,0%) aged 18 years and above, were examined during the epidemic season since September 2013 till July 2014. RNA or DNA of influenza A(H1N1)pdm09 and A(H3N2), influenza B, types 1–4parainfluenza, adenoviruses, respiratory syncytial virus, rino-, metapneumo-, corona-, entero- and boca- viruses were determinedin nasopharyngeal swabs, sputum and brohchoalveolar lavage by real time PCR method. Significance of differences (p<0,05) in cases incidence of compared independent groups were assessed by the Pearson,s χ2 (chi-squared) test.Results. Genetic material of viruses causing ARD was revealed in 1343 cases (61,0%). Influenza viruses A and B (30,3%), RS viruses (23,6%), rinoviruses (22,8%) and adenoviruses (12,5%) prevail among ARD viral pathogens. The parainfluenza virus infection was laboratory confirmed in 8,7%, coronavirus – in 4,4%, bocavirus – in 1,2%, enterovirus – in 0,7% of cases. Assessment of age-related features of ARD etiologic structure showed that RS virus (37,6%, p<0,05) and parainfluenza virus (11,3%, p<0,05) infections were registered significantly often among children. Influenza viruses (46,4%, p<0,05), adenovirus (26,3%, p<0,05) and rinovirus (25,7%, p<0,05) were verified significantly often among adults. Etiologic ARD structure of military personnel 18–26 years old was characterized by significant prevalence of adenovirus infection (53,9%, p<0,05).Conclusion. The study has shown that acute respiratory diseases caused by RS and parainfluenza viruses predominated among children, by influenza viruses – among adults (civilians) and by adenovirus – among military personnel.Цель. Исследовать этиологическую структуру острых респираторных вирусных заболеваний у госпитализированных больных в разных возрастных и профессиональных группах и выявить ее особенности у детей и взрослых, а также у взрослых призывного возраста (18– 26 лет) из числа гражданских лиц и военнослужащих.Материалы и методы. В эпидемический сезон с сентября 2013 г. по июль 2014 г. обследовано 2202 стационарных больных острыми респираторными заболеваниями средней и тяжелой степенями тяжести, в том числе в возрасте до 18 лет – 1123 пациента (51,0%), 18 лет и старше – 1079 пациентов (49,0%). РНК или ДНК вирусов гриппа А(H1N1)pdm09 и А(H3N2), гриппа В, парагриппа 1–4 типов, аденовирусов, респираторно-синцитиального вируса, рино-, метапневмо-, корона-, бока- и энтеровирусов определяли в носоглоточных смывах, мокроте и бронхоальвеолярном лаваже методом ПЦР. Достоверность различия (p<0,05) частоты встречаемости случаев в сравниваемых независимых группах оценивали по критерию χ2 (хи-квадрат) Пирсена.Результаты. При обследовании больных генетический материал вирусов, вызывающих ОРЗ, выявлен в 1343 случаях (61,0%). Среди респираторных вирусов в качестве возбудителей ОРЗ доминируют вирусы гриппа А и В (30,3%), РС-вирусы (23,6%), риновирусы (22,8%) и аденовирусы (12,5%). Парагриппозная инфекция установлена в 8,7%, коронавирусная – в 4,4%, бокавирусная – в 1,2%, энтеровирусная – в 0,7% случаев. При оценке возрастных особенностей этиологической структуры ОРЗ выявлено, что среди детей достоверно чаще регистрировали РС-вирусную (37,6%, p<0,05) и парагриппозную (11,3%, p<0,05) инфекции. У взрослых достоверно чаще верифицировали грипп (46,4%, p<0,05), аденовирусную (26,3%, p<0,05) и риновирусную (25,7%, p<0,05) инфекции. Особенностью этиологической структуры ОРЗ у военнослужащих в возрасте 18–26 лет является достоверное преобладание аденовирусной инфекции (53,9%, p<0,05).Заключение. Исследование показало, что в структуре ОРЗ среди детей достоверно чаще регистрируют РС-вирусные заболевания и парагрипп, среди взрослых –грипп (у гражданских лиц) и аденовирусную инфекцию (у военнослужащих)

Light regulation of metabolic pathways in fungi

Light represents a major carrier of information in nature. The molecular machineries translating its electromagnetic energy (photons) into the chemical language of cells transmit vital signals for adjustment of virtually every living organism to its habitat. Fungi react to illumination in various ways, and we found that they initiate considerable adaptations in their metabolic pathways upon growth in light or after perception of a light pulse. Alterations in response to light have predominantly been observed in carotenoid metabolism, polysaccharide and carbohydrate metabolism, fatty acid metabolism, nucleotide and nucleoside metabolism, and in regulation of production of secondary metabolites. Transcription of genes is initiated within minutes, abundance and activity of metabolic enzymes are adjusted, and subsequently, levels of metabolites are altered to cope with the harmful effects of light or to prepare for reproduction, which is dependent on light in many cases. This review aims to give an overview on metabolic pathways impacted by light and to illustrate the physiological significance of light for fungi. We provide a basis for assessment whether a given metabolic pathway might be subject to regulation by light and how these properties can be exploited for improvement of biotechnological processes

Hyperlipoproteinemia(a) as a dangerous genetically determined violation of lipid metabolism and a risk factor for atherothrombosis and cardiovascular diseases

Lipoprotein(a) (Lp(a)) is a complex supramolecular complex belonging to apoB100 lipoproteins. Lp(a) consists of a particle of similar low-density lipoprotein, in which the apolipoprotein molecule В100 is covalently linked by a disulfide bond with a unique polymorphic apolipoprotein(a) molecule. The concentration of Lp(a) is genetically controlled and varies over a very wide range. An elevated level of Lp(a) is an independent risk factor for atherosclerosis of the coronary, carotid and peripheral arteries, coronary artery disease and aortic stenosis, concomitant cardiovascular complications, and complications after myocardial revascularization. Despite this, the level of Lp(a) is still not taken into account in the stratification of the risk of cardiovascular diseases. In part, this may be due to the fact that neither modern drug therapy, nor new generations of biological lipid-lowering drugs have virtually no effect on the concentration of Lp(a), with the exception of a 20-30% decrease in Lp(a) by nicotinic acid and inhibitors of proprotein convertase subtilisin/kexin type 9 (PCSK9). The lecture covers the modern understanding of Lp(a) as a risk factor for cardiovascular diseases, the possibility and feasibility of its definition, and is also devoted to the modern possibilities of correcting hyperlipoproteinemia(a)