The essence of viral marketing as an «effective mean of procucts’ merchandising at the market» is considered. Viral banking marketing is an activity which is based on the promotion of consumers to the effective transfer of marketing massage to other persons aimed at increase of identification of banking products at the market and carrying out truth information concerning the credit institution. The principles of viral marketing in the system of confidential information at the international market of banking services towards involvement of additional financial material and human resources for the work of credit institutions and realization of their projects are defined. The procedure of usage of deposit policy of foreign bank aimed at identification of banking institutions and banking products at the market is shown.

 

Key words:
Viral marketing, banking service, trust as an element of social capital of banking institution, confidential provision, resources of credit institution, value ofthe product of credit institution.

Development of modern globalization processes requires from theory and practice of management challenges due to environment pressure. Multiple  environmental shocks provoked a synergy effect of strategic and international management, especially in field of management of human resources. In this article we overview actual problems of relationships of these directions of management research concerning new ways to theory and practice of modern management.

 

Key words:
Strategic management, international management, multinational marketing, management of human recourses, global production, global marketing.

The image of Ukraine in the world tourist market is studied, and the instruments of communication policy are determined for its improvement.

 

Key words:
Image, tourist image of Ukraine, marketing communications, advertisement, tourist exhibitions, PR – activity.

 The theory and practice of using of certain Internet-communications in the enterprise’s marketing activity, which enables to define and systematize the key peculiarities, advantages and disadvantages of the certain Internetcommunications means in the process of communicative strategies implementation in the area of Internet is analyzed. The wide application of Internettechnologies becomes one of the most important tasks in the tourism industry.

 

Key words:
Marketing, Internet-communications, internet-technologies, communication strategies, banner advertising, contextual advertising, advertising in mailing, context advancement.

The relationship marketing is considered. It provides the directness of the firm’s marketing activity on the determination of long-term functional, preferred relationships both with the workers of the firm and potential customers (consumers). The interrelations marketing conceptions in the international market are defined. The content and structure of promotion functions and principles of the enterprise’s personnel is showed. They are: economic, social and moral. The model of using of consumer satisfaction, quality of goods and index of satisfaction of consumer expectations of its using is proved.

 

Key words:
Consumer, index of satisfaction of consumer expectations, goodwill, brand, job stimulation.

The development of market relations in Ukraine calls forth the questions of strengthening the competitive capacity of enterprises on the market and their timely adaptation to changes in competitive marketing environment, recognition of an urgent need for practical application of the principles of marketing audit for evaluation of enterprise's production and sales operations, as well as revealing the problems and hidden potential in the way of reaching operational and strategic goals and achieving the desired result. The formation of marketing audit is one of the most complicated tasks of strategic management. Its necessity is preconditioned by the incoming information describing the financial and economic activity of an enterprise, by the elements of company's business environment, and on this basis by the coordination of the management system operation for achieving the set goals.

 

Key words:
Competitive capacity, marketing environment, marketing audit, strategic management.

The authors elaborate methods of forming, developing and disseminating the relations of mutual assistance in the conditions of modern competition. The essence of benchmarking and its historical roots are revealed. The authors dem-onstrate the significance of benchmarking in the post-socialist countries, the economies of which are at the stage of creating their own model of a «catching-up leap». The authors develop a standpoint that in order to overcome the tradi-tional ideology of competition, it is necessary to go beyond the purely economic relations and step into the field of ethics. Significant attention is paid to using the excellence model in the system of international standards. The authors believe that benchmarking activity should not be limited to analyzing processes and re-sults; it should encompass the study of the thinking mode of individuals, teams or nations as an element of the motivational mechanism. Benchmarking calls for creation of a system, which would satisfy the interests of both the leaders and the followers, that is, mutual gains. To a large extent, this task can be solved within the frames of collaborative benchmarking, which is especially effective in the conditions of creating innovative cooperation networks and clusters. High level of trust between the partners should lay the basis for the relations of rivalry and mu-tual assistance.

 

Key words:
Benchmarking, benchmarking code of behavior, best practice, collabora-tive benchmarking, competition, individual benchmarking, knowledge benchmark-ing, lagging behind, leadership, mode of thinking, mutual assistance, rivalry, trust.