In paper the objective marketing risks which are caused by the influence of macro- and microenvironment factors at developing innovative products and entering them to the market are analyzed and estimated. The consequences of possible risks are estimated and specific methods risk-reduction are offered.
In the article the features of public-private partnerships as a form of economic relations in regional systems management are considered, the European experience of its use and the need for further implementation in Ukraine are studied. Thus, the author determined that this form of regional cooperation allows the industry to upgrade the infrastructure of urban economy with minimal involvement or their budget, and the private partner – can work to reach pre-market and profit from the modernized facilities management utilities. It was established that the basic model of public private partnership in the European practice of management are: 1) operator's model; 2) cooperation model; 3) concession model; 4) contract model; 5) leasing model. The choice of the model depends on activity and infrastructure network, in which a project of public-private partnerships realizes. In domestic practice, the development of public-private partnership is implemented in the centres, which should help Ukraine cities to attract investments needed for modernization and sustainable development of the first housing and communal services and other industries.
In paper the subjective marketing risks are analysed, kinds and factors of these risks on each of stages developing and entering the innovative products to the market are found out, their quantitative estimation is executed and the proper methods of decline are offered.
The article describes the features of the marketing distributive policy in Internet for domestic enterprises, highlighted the advantages and disadvantages of the use of Internet technologies in distributive policy, formulated conditions when selecting channels with the participation of intermediaries and direct marketing. So, the authors divided the features of distributive policy in Internet into three groups and made their analysis: 1) the sale of goods via the Internet; 2) the payment through the Internet; 3) the sale of goods through Internet intermediaries. The main advantages of the marketing distributive policy in Internet highlighted: reduction of institutional expenditures on office rent, staff salaries, payment for the transportation of goods; expanding the number of potential buyers (communication with consumers, despite the geographical location, time zone); reduction of time for the transfer of funds; opportunity of the completion or other modification of the product, and others. Among the disadvantages there are distrust of Ukrainians to payment systems services; unscrupulous intermediaries; significant costs to maintain a virtual store's website; imperfect legislation Internet commerce in general and others.
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