маркетинг

Paper reveals the essence of marketing and risks in this sphere of business activity. External and internal forms of the marketing risks are discussed. Practically oriented formulation of marketing risks is given. The place of marketing risks in the structure of the enterprise risk profile which is calculated on the basis of results of research of risk management practice in activities of small and medium scale enterprises of Kiev (2005 – 2012) is shown.

In a market economy conditions resulting from the environment of Polish companies provide the framework and limits of their functioning. The rapidly evolving conditions, and evolving markets cause that companies undertake various adaptation measures in order to survive, cope with competition, to take the opportunities for development.

Intermodal transport is a transportation technology which requires marketing support. The author discusses the role of marketing and cooperation to create value both for the client and the intermodal transport operator. Especially the role of cooperation is highlighted as it influences the integration of intermodal transport process links along the functioning process of intermodal transport chain.

Trends in international business show that successful companies are increasingly using
in their work non-traditional business methods. One of these ways to enhance the
competitiveness of enterprises is the “guerrilla marketing”– marketing concept, which aims to
find your marketing niche, reject competing with powerful competitors and non-traditional
but effective ways to advertise and promote their products and services. Today there isa
tendency to increase the proportion of guerrilla marketing in the general budget of

Метою роботи є дослідження теоретичних підходів до визначення поняття партнерських відносин підприємства. Розглянуто поняття, завдання, сутність та особливості партнерських відносин. Виділено особливості співробітництва з вищим навчальним закладом (ВНЗ). Розвинуто класифікацію видів партнерських відносин та можливі структури взаємодії. Розглянуто переваги використання партнерських відносин з різними учасниками ринку.

A standard information CALS-system module of marketing research of a phosphoric acid waste utilization of large-capacity productions has been developed. The marketing research has been structured in the following categories: analysis of the raw material and processing market; analysis of waste processing technologies; analysis of the waste utilization products markets.