Environmental issues are a priority, since global environmental problem has become perceived as a threat to humanity’s existence. The necessity and timeliness of conceptual marketing approaches revision are dictated by the formation of new economy sector of ecological goods and services, and the environmentally responsible marketing concept is being formed. The purpose of the work is to substantiate the environmental factor influence on consumer behavior motives and formation of consumer demand for environmental products within the frame of environmentally responsible marketing. Changes in the external marketing environmentlead to changes in the internal environment of the market entity, causing its environmental development. The recorded tendencies and changes in the marketing environment form the marketing ecological imperative, which takes into account the environmental factor in marketing activity of the market player. The research allows to determine the position of ecologically responsible marketing as a basic marketing concept that defines the philosophy and technology of marketing management by socio-economic systems regardless the sphere of the market entity activity in conditions of ecological imperative. The analysis shows that the modern Ukrainian society began to strive not only to purchase and consume desired products, but also to improve and to preserve the ecological situation. In a market environment, the specific marketing activity feature, which changes under the influence of the factor of ecological situation quality deterioration, adds new tasks, concomitant to main classical. The development of the enterprise environmental management system will promote the implementation of environment-oriented goals: formalization of the environmental products concept, environmental products market development, certification programs development, preservation of the environment quality, formation of ecologically oriented consciousness of the society. Considering the understanding of the needs, the motivational aspects of ecologically oriented consumer behavior in the market are stated in the form of the system based on the need for the security. Through the development of eco-responsible marketing tools and their step-by-step introduction into enterprise activity, it becomes possible to develop the ecological products market through the implementation of proactive environmental activity and satisfaction of individual consumer demand.

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The paper deals with the critical stages of the evolution of theoretical approaches to the positioning strategies content. On this basis, the key approaches to the market positioning processes management formulated. The correlation between the concept of creating consumer value and the price positioning strategy proved. The algorithm of the process of forming and implementing the strategy of assortment portfolio price positioning of a transnational corporation on the Ukrainian market proposed.

This paper reports a study of the main key components of influence on the stability of transportation enterprises in the market. A model for evaluating the effectiveness of innovation activity in the transport industry, which takes into account indicators of expenditures on innovations, has been built. It makes it possible to determine the effectiveness of introduced innovations, which indicates the appropriate level of innovation potential and the ways that the enterprise must take to increase it. The main directions of innovative development of transportation enterprises were investigated. The assessment of the economic stability of transportation enterprises in the market has established that the current state of development of enterprises is characterized by a weak level of their innovative activity. A systematic approach to the introduction of innovative technologies by a transportation enterprise in the market has been devised. This approach makes it possible to determine the required level of enterprise stability and to form a relationship between the level of innovative technologies and their stages of implementation under conditions of environmental variability. This makes it possible to increase competitive advantages, improve the efficiency of production and economic activity of enterprises. The practical implementation of the proposed model for evaluating the effectiveness of innovation activity in the transport industry has been carried out, which made it possible to allocate the most important indicators of innovation activity for the enterprise. These include specific efficiency of innovation; unit costs of innovation; innovative potential of the enterprise (defined as the proportion of own innovative developments). According to the study results, it is determined that the specific efficiency of innovations (SEI) exerts the greatest influence, which, with an increase by 1 %, provides an increase in financial stability by 1.48 %

General theoretical approaches to the content of the concept of multi-channel marketing have been generalized. It is proved that multi-channel marketing differs from multi-channel communications and is a modern and global technology of integration of all components of the marketing complex in the process of interaction with the consumer. It is substantiated that the level of possession of mobile devices in Ukraine and their penetration among the population creates a background for widespread using of Internet channels by service providers. The special relevance of the use of multi-channel marketing takes on the market of banking services because it allows personalizing the contact with the consumer and take into account his or her requirements in terms of access points and convenient time. The data about the increase of non-contact payments in the domestic market and stability of this trend has been displayed in this article. At the same time, the reduction of traditional branches of banks is not always justified, as the consumer must have their own choice as to the convenience of using one or another channel. The expert assessment proved that despite the high cost of maintaining the liaison office has relatively high efficiency among the clients of advanced age. Therefore, against the background of reduction of unprofitable branches, there should be processes of modernization of those that remain on the market from the point of view of conversion into financial service centers. The article proposes a method of constructing a system of multi-channel marketing of a banking institution, which consists of four stages: analysis of large amounts of data on consumer behavior, their preferences regarding the ways and means of connecting to banking services, products and services, the volume, timing and regularity of provision; segmentation of the market and the definition of target segments depending on the level of ownership of mobile devices and information technology, age, income and social activity; optimization of the set of channels from the point of view of maximization of profit and minimization of expenses for their maintenance in the context of each target segment; evaluate the effectiveness of multi-channel interaction and adjustment of the configuration of the channels. It is proved that the main feature of segmentation of consumers in the construction of multi-channel marketing should be the level of ownership and frequency of use of electronic devices. The results of the study may be useful for banking institutions that are trying to build a system of multi-channel marketing.

Abstract. The relevance of the study is determined by the objective need to model the processes and results of business entities in conditions of the internal and external environment uncertainty in order to identify and reduce risks. The aim of the research is to make systematization of the risk sources and its main types inherent in Economics, Marketing, Finance and Accounting, as well as to develop recommendations for the use of Risk Management Models. The source of information was the International Organization for Standardization Guidelines, International Financial Reporting Standards, Directives of the European Parliament and the Council, scientific articles. Research methods are: system approach, formalization, theory of risk and modeling, analysis and synthesis. The main scientific result is to generalize the principles, structure, processes, sources of risks, approaches to its modelling, monitoring, quantification, reflection in accounting and reporting. The content and purpose of Risk Management Models, requirements to the information base and methods of their construction, approaches to description, practical application and validation were formalized. Such Risk Management Models as: reflexive, simulation, scenario, Value-at-Risk (VAR), Expected Shortfall (ES), SWOT-analysis, gap-management were considered in details. Authors’ contribution is mainly focused on the improvement of the modelling process based on the recommendation to apply an additional stage-model risk assessment, which will improve the quality of Risk Management Models and their further application. The practical significance of the obtained results is to increase the efficiency of economic, marketing, financial decision-making on the basis of Risk Management Models in conditions of uncertainty. Keywords: risk, management, model, economics, marketing, finance, accounting. JEL Classifications C50, D81, G32, M00, O21 Formulas: 0; fig.: 1; tabl.: 0; bibl.: 15.

The SME lending covers a list of its needs related to its day-to-day performance, fixed assets, development. Existing methods of identifying impact on economic indicators from using loans by SMEs are limited. The aim of the research is to develop a methodology which allows reveal the impact of SME lending on business value added on macroeconomic level. The methodology is based on correlation regression analysis in order to identify the level of loan influence on business development, value added in particular, due to the lack of adequate methods for SME development forecasting. The obtained results are sufficient for medium business and be used in forecasting medium business development in Ukraine. For small business model has insufficient density of the relationship between indicators, therefore, it was proposed to use additional factors as equity; liabilities and non-economic factors exemplified as the level of shadow economy.

It is noted that the strengthening of the dynamics and uncertainty of the external environment significantly increases the requirements for the management of enterprises that represent complex socioeconomic systems. The purpose of the study is to define the directions for managing changes in enterprises and forming strategic decisions as to improving the efficiency of activities based on resource saving. The methodological basis of the article are methods of scientific knowledge that allow identifying the nature of change management in enterprises, the basic laws of modeling strategic scenarios for managing changes at enterprise. The used methods include: analysis, synthesis, systematization – to identify factors that determine the need to model strategic scenarios for managing changes in enterprises; abstraction – in order to form a theoretical generalization and conclusions. As result of the study, it is proved that enterprises need to initiate and implement changes in order to meet market requirements, increase value, maintain stability and provide a balanced economic growth along with further development. The algorithm for modeling the balance structure within terms of change management is substantiated. It is proposed, for the choice of strategy and the ability to develop scenarios for its implementation, to apply the J. Aubert-Krier’s method, according to which, in order to diagnose financial prerequisites, it will be advisable to assess the rationality of the structural distribution of assets and liabilities of the enterprise, which from the standpoint of movement and participation in the production and commercial process allows to evaluate the important elements of ensuring the activities of the enterprise. Consequently, the methodological support for the substantiation of the directions of change management at the enterprise on the basis of strategic decisions on the use of resources is improved, which will increase the effectiveness of activities and the related resource saving.