Khmurkovskyi H. System and optimum product models in marketing strategies of small enterprises

Improvement of marketing activity of small enterprises. Development of methodical bases of optimum product planning, where the ratio of consumers' utility and small enterprise expenses serves as a criterion. System approach, abstracting, synthesis, analysis and modelling, multidimensional statistical analysis, parametrical modelling, mathematical programming. The specific significance of system and optimum product models is exposed for enterprises with low resource potential, that allowed to develop methodical bases of planning of optimum product on small enterprises. The system of small enterprises product technical and economic parameters optimization models is created, that allows to define such complex of product parameters, at which the best ratio of consumers' utility and small enterprise expenses is reached. Introduction: classification of small enterprises by indices of activity riskiness, orientation for limited/mass demand satisfaction, co-operation with large enterprises; system and optimumproduct models; algorithm of market segmenting that is based on the use of adapted to the specificity of small enterprises complex of criteria of grouping quality estimation, criteria of estimation of segments business attractiveness, basis and methods of segmenting. Small enterprises of Ukraine, educational process.