Gіrchenko, T.

Klymenko, O.

Tiutiunnyk, I.

English

eLibrary National Mining University

65which consumers value a lot. Once Audi sent their equipped teams to the Amsterdamstreets to wash every parked car they could find. Upon return the car owners had beenfinding their sparkling vehicles and memo at the wind shield: ‘Sorry, we could notrestrain ourselves. Sincerely yours, Audi’. In the Altoids example, the advertisementof www.toohot.com on mysterious stickers would not have success if the targetaudience had not properly responded to the Rabbit.In the least, Rabbits should be really funny. They will not bring any value if thehumor does not excite the consumers’ interest to the brand. ‘We should think aboutpeople as consumers before we start treat them as clients – says Eddie Baymont, - Ifwe do not earn their trust and give them positive emotions, our work will be useless’.Klymenko O., Tiutiunnyk I.Gіrchenko Т., research supervisorInstitute of masters and postgraduate education of University of Banking ofthe National Bank of UkraineTHE IMPACT OF GLOBALIZATION ON MARKETING ACTIVITYEconomic globalization is one of the most significant events in the modernworld. In the literal sense, globalization is global spread of certain phenomena andprocesses. You can define two initial positions regarding interpretation of the contentof economic globalization: 1) Globalization is a process of "global rules" in theeconomic sphere, 2) Globalization is the process of spreading interdependenciesbetween national economies. Globalization processes come from outside the nationaleconomy. Globalisation has impact on the individual company, the industry and theeconomy as a whole. In particular:- For individual companies, globalization is determined by how the companyexpanded its receipt of their income and in what proportions allocated their assets indifferent countries. Many international companies involved in the process ofglobalization has become a path to success as an opportunity to offer their productsand services to customers in countries that were previously closed to them;- Globalization at the industry level is determined by how competitivecompanies within the industry in the country linked with competitiveness in anothercountry. The more globalized industry, the company gets more benefits from theintroduced technology, manufacturing process, brand name. Globalized industriestend to dominate in each market by the same set of global companies that coordinatewith each other strategic actions in all countries of their activity;- Globalization at the country level is characterized by the degree ofinterconnection of its economy with the world economy as a whole.Among the lines of economic globalization that influence on enterprises themain line is "globalization - consumers." This line has such typical changes due to66globalization:1) Reduces the role of national identity. Global businesses are spreading aroundthe world not only their products but also certain standards of consumer behavior.The consumer begins to adapt to actively perceive as new ("global") shoppingstandards (provided the atmosphere purchasing goods) and consumption standards(what, how much, which way) coming from global companies. Homogeneous tastes,habits, behavior algorithms are forming all over the world.2) Phenomena of positive attitude to products or services made by well-knownbrands. Factor of "world popularity" of the brand plays a significant role for thechoice of the consumer. Statement of the brand is largely dependent on the scale ofthe relevant company, on its ability to invest heavily in marketing communications.Marketing communication "web" does its work in the minds of consumers, regardlessof the country in which it is located;3) Increasing use of online media, Internet capabilities in the process ofclarifying the situation, the choice of goods, services, and in the course of directpurchases, payment and receipt of goods and services, including financial.Consumers perceive positively modern IT technology to actively introduce them intheir economic life, because it improves the quality of information provision.4) Readiness to reduce "patriotic" sentiment in choosing the product. Anexample is actively spreading in the world products from China. Price factor in manycases is stronger than the factor of patriotism.At the micro marketing globalization leads to changes in the competitiveenvironment. This apparent trend is the spread of influence entrepreneurial networkstructures that are carriers of global business. This trend carries risks and threats forsmall and medium businesses, which can significantly lose in competitiveness.National companies may be doomed to the role of companies of 'second-line'. In suchsituations, there is a risk of losing motivation for marketing innovation and creationof new products.On the other hand, the "universalization" of consumers simplifies the problem ofsegmentation of the market for global companies - regional markets are beingincreasingly integrated into the "global market". Politics of global marketingconsiders the whole world as a single market, which is built on the uniformity ofnational, cultural, behavioral and other characteristics of the market, rather than thenational peculiarities.The effectiveness of marketing in the integration and globalization of theeconomy depends on the ability of enterprises to consider the factors that affectdemand and measures for its formation. Effective organization must constantlymonitor changes in the environment and adaptive mechanisms to search for changesin it. Initial points of management activities related to economic globalization intoaccount factors:- First, you need to identify the influence lines of economic globalization on the67market environment ("inner circle"), in which the company is located: "Globalization- consumer", "globalization - competition", "Globalization - suppliers" and so on;- Secondly, you need to identify the lines of influence of economic globalizationon the activities of the state ("outer circle") and environmental factors - technologicalchanges, natural resource base etc;- Thirdly, it is important to see the future, predict what might happen along thelines of influence, and it is important to establish and assess priorities;- Fourth, it is important to constantly adapt changes to the business environment,which includes the development and adoption of appropriate management decisionsfor continuous improvement of the system.Kobets M., Kobets Yu., Filiptsova O.National University of PharmacyANALYSIS OF DRUGS CONTAINING CONTROLLED SUBSTANCESSALESPreparations, including those ones containing internationally controlledsubstances are important for patients and alleviate their pain and suffering. The aimof the research is to study the structure of the market drugs containing controlledsubstances, by ATC-classification, analysis of consumption, capacity dynamics andto determine the level of market monopolisation of these facilities. The paper useddesk research, statistical and mathematical and graphical analysis.To determine the top 10 drugs-leaders containing controlled substances bysales volumes in physical and monetary terms in the period from 2011 to 2013 (Q1)the results of the monitoring of retail drug market system Morion were used.Leading preparations were assessed in terms of sales in physical and monetaryterms between 2011 to 2013 (Q1). The first place in terms of sales in terms ofquantity takes a domestic product Kodterpin IC®, tablets, No. 10 in blister, opencorporation "InterHim" (Ukraine, Odessa), with sales for 2012 14,233,023 packsexceeding the mentioned rate per 128% compared to sales in 2011. This productranks first in terms of sales and in money terms, sales of which in 2012 amounted to270 270 thousand UAH, an increase of 135% compared to 2011.The top-10 in terms of quantity were only a few foreign agents: Kodaryn, tab.,№10, Rowtech Ltd (UK), whose sales in 2012 amounted to 1,260,898 packs and druginjection 10 mg Nalbuphine, Mr. d / etc. 10 mg / ml amp. 1 ml, №10, Rusan Pharma(India), whose sales in 2012 amounted to 207208 packs. Overall market capacity top10 drugs-leaders containing controlled substances increased in physical terms by2012 compared with 2011 to 121% in money terms – by 134%.The next phase of the study the market share drugs-leaders containingcontrolled substances were analyzed by ATC-classification. Increase in market share

THE IMPACT OF GLOBALIZATION ON MARKETING ACTIVITY

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THE IMPACT OF GLOBALIZATION ON MARKETING ACTIVITY

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