Shafalyuk O. Cosumer in marketing

The paper is devoted to work out the theoretical, methodical and practical problems of providing of marketing effectiveness and performance in the systems of economic interactions. The evolution of scientific views in the definition and content of the categories are investigated. The objective laws of differentiation and primitivism, with their specific organization at the levels of simple, hierarchically organized and systematic links, as basic research development and methodology of consumer marketing are explored. The principles define the subject of marketing and development within its boundaries of interdisciplinary research, without destroying the integrity and profile of the specialization of knowledge are offered. Prerequisites and principles of effective interactions in markets with high convergence are detected. The author suggested the set of methods for studying and controlled modification of states and parameters of the system of market interaction. The results of the dairy plants, in the context of global and regional trends in the evolution of consumption are estimated. The dissertation is defined sources and mechanisms of socio-economic trends and aspects of optimizing the development of Ukrainian enterprises.