Lisovina O. Politekonomy aspects of marketing: peculiarities of an effective utilisation in Ukraine

Object of resdeearch:processes of population's necessities forming and development and their satisfaction using marketing system. Purpose of research: considering marketing from the side of determining the possibility to use marketing system to study and satisfy population's necessities and affect on their forming ac-counting for peculiarities of market transforma-tions in Ukraine and worldwide tendencies. Methods of research: system approach, analy-sis and synthesis, statistical analysis methods, logical analysis methods, data aggregation method, comparative collations method. Re-sults: methodological fundamentals of political economy analysis of interconnections between necessities and marketing were defined; was grounded the expediency of the approach to analysis the interconnections between necessi-ties and effective demand; defined the process of marketing system forming under the conditions of Ukrainian economy's transformation to mar-ket economy and premises and peculiarities of its implementation in Ukraine; was grounded enterprise's marketing system; were developed methodological basics of making relevant for Ukraine model of effective marketing at enter-prises of any type of organisation; were declared the marketing perspectives in Ukraine through the analysis of internal and external conditions of current development period. Novelty: further development of the thesis about including mar-keting system into social necessities theory un-der the conditions of economy in transition; rela-tively new approach to ground the statement concerning marketing abilities to study set of necessities that are out of market provision; ne-cessities within market system were grouped by the incomes of demand subjects; enterprise's marketing strategy was defined as on the basis of effective population groups' demand as on the basis of non-market demand; arguments for the conception according to which marketing system can be classified as an original institu-tion; grounding and determining the marketing perspectives in Ukraine accounting for tenden-cies of modern socio-economic systems' devel-opment. Field of use: interregional.