Zatsna L. 3. The marketing of innovative dairy products based on tasting approach.

3. The object is processes regarded to marketing of innovative dairies and their leadingout to the market by applying of tasting approach. The aim is the development of scientifically-methodical and practical recommendations in relation to the process of forming and realization of marketing of innovative dairies on principles of tasting approach of dairy enterprises. The methods are abstractly-logical, comparative statistical analysis, graphic, monographic, cross-correlation and regressive analysis, sociological and expert questioning, profile, complex analysis, marketing researches. Results - theoretical positions and practical recommendations in relation to forming and realization of marketing of innovative dairies on principles of tasting approach of dairy enterprises are worked out and expediency of their application is reasonable. The novelty - the model of the "real standard" of new dairy product maximally close to the necessities of consumers is built, by the use of tasting approach; the complex of marketing of dairy products at the user market and principles of cooperation of its elements at development of new food products are improved; conceptual approaches to forming of indexes of quality of products with the help of expert tasting methods and on the basis of realization of focus-group research to the level of "desirability" of consumer are offered; the management process of creation of innovative dairies by means of tasting methods of marketing researches for basing of tasting centers on enterprises is specified; the theoretical going near determination of concept "tasting" in the process of marketing researches of necessities of consumers at dairy enterprises is developed. Introduced into the activity of PrJSC "Ternopil dairy factory", OJSC "Dairy factory "Sambirskyi", CJSC "Khmelnytskyi Butter", Co. Ltd. TAP "Agropererobka", into the practical activity of the Economic Ternopil Regional State Administration, into the educational process of Ternopil National Economic University and Lviv National University of Ivan Franko. The scope is the activity of dairy enterprises.