The issue of reforming the institute of state (public) procurement is one of the key directions of the modernization of the administrative sector of our state. Increasing the efficiency of this institute should be recognized as one of the conditions for ensuring stable economic growth. In this regard, issues relating to the assessment of the efficiency of the use of public funds are of particular interest. The indicators of the efficiency of the activity of the public procurement sector in Ukraine in the context of the introduction of the “ProZorro” electronic procurement system are calculated and analyzed. The existing works of the individual scientists in the direction of developing indicators of the efficiency that can be used to evaluate the results of the operation of the procurement logistics system in the public sector in Ukraine are generalized. As a result, approaches have been identified that can be used to determine the effectiveness of the participation of customers, private sector representatives and the system of electronic public procurement in general. On the basis of retrospective data of past years and the first half of the current year, a number of estimates of absolute and relative savings, as well as indicators of the effectiveness of the open bidding in the public sector of Ukraine have been identified. The dynamics of these indicators before and after the introduction of the “ProZorro” electronic procurement system was analyzed. The analysis shows that the first results of the functioning of the “ProZorro” system demonstrate the existence of negative trend of competition and reduction in the amount of savings in public funds. Ensuring high efficiency and competitiveness, integrity and transparency of the procurement process are the main tasks of the Ukrainian government in the field of public procurement. The authors argue that the introduction of the “ProZorro” system can help to solve them successfully, and the application of the analytics module enables to calculate the savings from the use of this system.
The purpose of the article is to generalize scientific opinion on the essence of advertising and its innovative development in the marketing management system. The essence of advertising, its types and principles are revealed. The essence of marketing management is summarized. The objectivity of the appearance and development of advertising is highlighted. The essence of the term "innovative development of advertising" from the point of view of marketing management is substantiated, which consists primarily in the development and implementation of marketing innovations in advertising activities subordinated to the purposes and problems of marketing management. The author’s version of the systematization of factors that influence the innovative development of advertising in the marketing management system has been developed. The proposed scheme contains a systematization of influencing factors on the development of advertising according to a number of features: by the level of influence; by power of influence; by the nature of the manifestation; by the volume of consumer coverage; by the consequences of the influence. Based on content, the following factors are determined: market, scientific and educational, economic, social and demographic, political, organizational, innovative, psychological, cultural and environmental. The theoretical and applied significance of the development is that it can be used to deepen marketing research and adjust the decisions of marketers and managers in changing market conditions. Trends in the development of advertising in Ukraine are outlined. Attention is focused on accelerating the innovative development of advertising due to the digitalization of the advertising business. It was determined that the success and prospects of the innovative development of advertising today and in the future will depend on the development of qualitatively new approaches to the development of advertising based on research and taking into account the conflicting.
The actual problems of work in the sphere of organization of supply and sale are considered, the existing developments in the sphere of modeling and optimization of commercial activity of the wholesale trading enterprises are analyzed. The necessity of a comprehensive approach to improving the commercial activities of wholesalers is substantiated. The composition of the solutions included in the integrated approach is determined by the sole purpose, practical possibilities of its implementation and implementation at the wholesale enterprises and is based on the analysis of actual problems of the industry as a whole, interdependence in the work of departments, development of a single optimization criterion. The effectiveness of the integrated approach is based on the fact that for the sake of maximum result it is important not to isolate the development of individual operations, but to improve the entire purchasing system of the wholesale enterprise as a whole. The scientific and methodological approach of carrying out the integrated ABC-XYZ analysis of a range of a trading enterprise by its combination with R/S analysis, which acts as a criterion for the effectiveness of the XYZ analysis and an indicator of the possibility of forecasting the dynamics of sales of individual product groups, has been improved. XYZ analysis, based on the calculation of the coefficient of variation, when there are deterministic factors such as seasonality, cyclicality or trend in a series of determinants, shows erroneous results. Therefore, it is suggested to use R/S analysis to evaluate the quality of the XYZ analysis and to pre-process the data. This will allow us to draw more adequate conclusions about the possibility of forecasting the dynamics of sales of certain product groups in the future.
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