{"id":3573,"date":"2021-01-30T23:20:19","date_gmt":"2021-01-30T21:20:19","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3573"},"modified":"2021-05-14T11:39:08","modified_gmt":"2021-05-14T08:39:08","slug":"%d0%b7%d0%b0%d1%81%d1%82%d0%be%d1%81%d1%83%d0%b2%d0%b0%d0%bd%d0%bd%d1%8f-%d0%b5%d0%bb%d0%b5%d0%bc%d0%b5%d0%bd%d1%82%d1%96%d0%b2-%d1%80%d0%b5%d1%84%d0%bb%d0%b5%d0%ba%d1%81%d0%b8%d0%b2%d0%bd%d0%be%d0%b3","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3573","title":{"rendered":"\u0417\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f \u0435\u043b\u0435\u043c\u0435\u043d\u0442\u0456\u0432 \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u043e\u0433\u043e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443"},"content":{"rendered":"

<\/p>\n

\u0417\u0410\u0421\u0422\u041e\u0421\u0423\u0412\u0410\u041d\u041d\u042f \u0415\u041b\u0415\u041c\u0415\u043d\u0442\u0406\u0412 \u0420\u0415\u0424\u041b\u0415\u041a\u0421\u0418\u0412\u041d\u041e\u0413\u041e \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u0423 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u0423<\/p>\n

APPLICATION OF REFLECTIVE CONTROL ELEMENTS IN MARKETING<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 58-61. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0413\u0412\u041e\u0417\u0414\u0415\u0426\u042c\u041a\u0410 \u0406. \u0412.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

HVOZDECKA I.
\nKhmelnytskyi National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-12<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 13.09.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 03.11.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u0423 \u0434\u0430\u043d\u0456\u0439 \u0441\u0442\u0430\u0442\u0442\u0456 \u0430\u0432\u0442\u043e\u0440 \u0437\u0434\u0456\u0439\u0441\u043d\u044e\u0454 \u0442\u0435\u043e\u0440\u0435\u0442\u0438\u0447\u043d\u0438\u0439 \u0430\u043d\u0430\u043b\u0456\u0437 \u043f\u0435\u0440\u0435\u0434\u0443\u043c\u043e\u0432 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u043e\u0433\u043e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f. \u0410\u043a\u0446\u0435\u043d\u0442 \u0437\u0440\u043e\u0431\u043b\u0435\u043d\u043e \u043d\u0430 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u0456 \u0441\u0443\u0442\u043d\u043e\u0441\u0442\u0456 \u043f\u043e\u043d\u044f\u0442\u0442\u044f \u0442\u0430 \u0437\u043d\u0430\u0447\u0435\u043d\u043d\u044f \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0456\u0457 \u0432 \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u0456 \u0432\u0438\u0440\u0456\u0448\u0435\u043d\u043d\u044f \u043f\u0440\u043e\u0431\u043b\u0435\u043c \u0441\u0443\u0447\u0430\u0441\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443. \u0420\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u043f\u043e\u0433\u043b\u044f\u0434\u0438 \u043a\u043e\u0433\u043e\u0440\u0442\u0438 \u043d\u0430\u0443\u043a\u043e\u0432\u0446\u0456\u0432, \u043f\u043e\u0447\u0438\u043d\u0430\u044e\u0447\u0438 \u0437 XV\u2013XVIII \u0441\u0442. \u043d\u0430 \u0441\u0443\u0442\u044c \u043f\u043e\u043d\u044f\u0442\u0442\u044f \u00ab\u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0456\u044f\u00bb \u0442\u0430 \u00ab\u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f\u00bb.
\n\u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e, \u0449\u043e \u043f\u0440\u0438\u043d\u0446\u0438\u043f\u0438 \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u043e\u0433\u043e \u043f\u0456\u0434\u0445\u043e\u0434\u0443, \u0432 \u043f\u0440\u043e\u0446\u0435\u0441\u0456 \u043f\u0440\u0438\u0439\u043d\u044f\u0442\u0442\u044f \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u0441\u044c\u043a\u0438\u0445 \u0440\u0456\u0448\u0435\u043d\u044c, \u0437\u043e\u043a\u0440\u0435\u043c\u0430 \u0432 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u0441\u0444\u0435\u0440\u0456, \u043d\u0430\u043b\u0430\u0433\u043e\u0434\u0436\u0435\u043d\u043d\u044f \u0432\u0437\u0430\u0454\u043c\u043e\u0434\u0456\u0457 \u044f\u043a \u0437 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0435\u043c, \u0442\u0430\u043a \u0456 \u0437 \u0456\u043d\u0448\u0438\u043c\u0438 \u0431\u0456\u0437\u043d\u0435\u0441\u043e\u0432\u0438\u043c\u0438 \u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440\u0430\u043c\u0438 \u0437\u0430\u0431\u0435\u0437\u043f\u0435\u0447\u0443\u044e\u0442\u044c \u043e\u043f\u0442\u0438\u043c\u0456\u0437\u0430\u0446\u0456\u044e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u0441\u044c\u043a\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456, \u0442\u0430\u043a \u044f\u043a \u043f\u0435\u0440\u0435\u0434\u0431\u0430\u0447\u0430\u044e\u0442\u044c \u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u043c\u0435\u0445\u0430\u043d\u0456\u0437\u043c\u0456\u0432 \u0443\u0437\u0433\u043e\u0434\u0436\u0435\u043d\u043d\u044f \u0456\u043d\u0442\u0435\u0440\u0435\u0441\u0456\u0432 \u0441\u0443\u0431\u2019\u0454\u043a\u0442\u0456\u0432 \u0440\u0438\u043d\u043a\u043e\u0432\u0438\u0445 \u0432\u0456\u0434\u043d\u043e\u0441\u0438\u043d.
\n\u041e\u043a\u0440\u0435\u0441\u043b\u0435\u043d\u043e, \u0449\u043e \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u044e \u043f\u0430\u0440\u0430\u0434\u0438\u0433\u043c\u043e\u044e \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u043e\u0433\u043e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u0449\u043e \u0431\u0430\u0437\u0443\u0454\u0442\u044c\u0441\u044f \u043d\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u043e\u043c\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u0437 \u043f\u043e\u0433\u043b\u044f\u0434\u0443 \u0432\u0441\u0435\u0431\u0456\u0447\u043d\u043e\u0433\u043e \u0432\u0440\u0430\u0445\u0443\u0432\u0430\u043d\u043d\u044f \u0456\u043d\u0442\u0435\u0440\u0435\u0441\u0456\u0432, \u0454 \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0456\u044f, \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u0438\u0439 \u043f\u0456\u0434\u0445\u0456\u0434, \u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u0441\u0438\u0441\u0442\u0435\u043c\u043d\u043e-\u0440\u0435\u0444\u043b\u0435\u043a\u0441\u0438\u0432\u043d\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

In this article the author carries out the theoretical analysis of preconditions of development of reflexive management. Emphasis is placed on the study of the essence of the concept and meaning of reflection in the context of solving problems of modern marketing.
\nIt is determined that the principles of a reflective approach in the process of making managerial decisions, in particular in marketing, establishing interaction with both consumers and other business structures provide optimization of management, as it involves creating mechanisms to reconcile the interests of market participants. The views of a cohort of scientists from the XV-XVIII centuries are considered. in essence, the concepts of \u00abreflection\u00bb and \u00abreflexive control\u00bb. It is outlined that the effective paradigm of strategic management, which will be based on strategic marketing in terms of comprehensive consideration of interests, is reflexive management.
\nSpeaking about the peculiarities of the development of the marketing concept of today, it should be noted that the problems of modern marketing are the oversaturation of commodity markets; rapid rates of new consumer needs that do not meet the target growth rates of business (satisfied existing needs); globalization of the market environment; oligopolization of markets. The solution to the problems of modern marketing is to provide a new content of the marketing concept, which is reduced to the introduction into the theory and practice of marketing the concept of reflection.
\nThe integration of the principles of marketing and reflexive management has developed the concept of system-reflexive marketing. Systemic reflexive marketing is marketing in which management is carried out through the systematic distribution of interests of the subjects of market relations, and the coordination of interests is carried out from the standpoint of a reflective marketing manager.
\nKey words:<\/strong> reflection, reflexive approach, reflexive management, marketing, marketing management, system-reflexive marketing.<\/p>\n

\u00a0<\/em>References<\/strong><\/p>\n

    \n
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  9. Kalinesku T.V. Zabezpechennia staloho rozvytku promyslovykh pidpryiemstv z vykorystanniam refleksyvnoho pidkhodu \/ T.V. Kalinesku, O.A. Shvedchykov \/\/ Innovatsiina ekonomika. \u2013 2013. \u2013 \u2116 1. \u2013 S. 73\u201377.<\/li>\n
  10. Prokhorova V.V. Tekhnolohiia formuvannia refleksyvnoi skladovoi upravlinnia ekonomichnym rozvytkom pidpryiemstva \/ V.V. Prokhorova \/\/ Visnyk ekonomiky transportu i promyslovosti. \u2013 2011. \u2013 \u2116 33. \u2013 S. 221\u2013226.<\/li>\n
  11. Dlihach A. Systemno-refleksyvnyi marketynh u suchasnomu pidpryiemnytstvi \/ A. Dlihach \/\/ Marketynh v Ukraini. \u2013 \u2116 5. \u2013 2010. \u2013 S. 47\u201351.<\/li>\n
  12. Dlihach A. Marketynhovi doslidzhennia v systemno-refleksyvnomu marketynhu \/ A. Dlihach \/\/ Marketynh v Ukraini. \u2013 \u2116 5. \u2013 2016. \u2013 S. 42\u201351.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3573"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3573"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3573\/revisions"}],"predecessor-version":[{"id":6281,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3573\/revisions\/6281"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3573"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3573"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3573"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}