Dzhemelinska L. Marketing provide management the competitive ability products (on the basis of Ukrainian dairy industry enterprises materials)

Object of research was marketing and innovation components in the competitive ability management and factors which influence on them. The purpose of research was the methodic-theoretical ground of the rise of the competitive capacity of goods which were created using the subjects of industrial property and on this basis the diary produces competitive ability marketing management effective system development. During the tasks solution there were used the methods of the theoretical generalizations and collations, methods of the marketing research, method of the benchmarking, cost estimation methods of the subject of industrial property. There were defined the components of the marketing bulwark process for competitive diary produces creation, which together with the traditional approach include the innovations' marketing, marketing innovation system analysis, patent search, subject of industrial property usage possibility and it's selection. It was proposed the procedures for the diary produce competitive position analytical estimation and its competitive ability estimation, taking into account the complex indicator of industrial property subject cost for the making of management decision process acceleration as for products realization prospect. Methodical elaborations and recommendations were applied in manufacturing firms' practical activity, organs of government and used for marketing courses teaching. The dissertation research results can be used by the marketing services of the milk plants and other plants which work in the consumer market, organs of government and educational institutions.