Oleh Karyy

The main goal of the article is to study the features of film marketing and distribution of film products in Ukraine and to determine what kind of marketing tools are appropriate to be used within a cinema network to ensure their competitiveness in the national film distribution market.
This article determines the characteristics of the movie market services and their compliance with modern consumer requirements, outlining the directions for increasing the usefulness of cinema-related services to consumers and developing a set of marketing tools to ensure the competitiveness of the cinema market.
The results of the assessment of the impact of competitive forces revealed that intra-industry competition has the strongest impact on private cinema networks, the consumers of film distribution services and potential competitors have the moderate influence, the suppliers and substitute services have a low level of influence.
According to the results of the survey, it can be concluded that cinemas are worth reducing the cost of tickets (this can be done by introducing the promotions and discounts for regular customers), since the solvency of a larger population does not correspond to the level of ticket prices. Also expanding the range of products will allow the consumers to spend more time in the cinema, which will lead to an increase in the value of the average check. Cinemas are quite realistic to open their own pizzerias or bars to add value to their customers.

The improvement of global Internet access and the COVID-19 pandemic, which necessitated mass testing of online teaching methods, have forwarded the competition between higher education institutions from the regional level and the struggle for the rich student into the competition for students in all countries. The paper aims to determine the influence of the rating of higher education institutions on the interest of Internet users by conducting a comparative analysis of the popularity of the official names of higher education institutions in search queries in Ukraine and Poland. To do this, a comparative analysis of the change in the interest in leading higher education institutions in Ukraine and Poland in search queries in the Google search engine is carried out. The analysis is performed using the Google Trends web application. As a result, it is found that a high position of the university in the national ranking does not guarantee more search queries about it on the Internet by both national Internet users and users from the neighboring country. In general, Internet users continue to be most interested in universities located in their region at the time of the search.

The study investigates the entrepreneurial competencies and intentions of students. Their formation is a requirement of modern times. The question arises whether students of modern technical universities get entrepreneurial competencies and whether they transform these competencies into their entrepreneurial intentions. More than 3.6 thousand students from six technical universities from Poland, Ukraine, Latvia, Bulgaria, and Lithuania were surveyed. Methods of summarizing and grouping data, analysis of the structure of the population and distributions of its elements, evaluation of relationships were used to analyze the results of the survey. It was found that studying at technical universities is not an obstacle to the existence of entrepreneurial intentions among students. The respondents positively assessed their ability to recognize market opportunities for new business (the sum of the shares of positive answers exceeded the sum of the shares of negative answers by 12.4%). A positive generalized assessment was determined when assessing the ability to persuade others to invest in their business, while negative – their ability to write a formal business plan. It is proved that students who highly value their entrepreneurial abilities are much more likely to show the intention to start their own business (р < 0.001). Students’ focus on starting their own business is partly explained by the fact that they connect employment in corporations with a low guarantee of job retention. High positive integrated assessments received the following advantages of own entrepreneurship: prestige (0.302), chance to be realized (0.362), and the ability to create jobs (0.597).

Acknowledgment
The authors wish to thank Denislava Yordanova (Sofia University, Bulgaria), Tatjana Nikitina (Riga Technical University, Latvia), and Daiva Jurevičienė (Vilnius Gediminas Technical University, Lithuania) for helping to collect data at respective countries.

Current business conditions pose new challenges to youth entrepreneurship, which is a significant component of countries’ economic growth. In addition, Generation Z differs from previous generations and requires new approaches. In this context, a comprehensive study of the peculiarities and various aspects of youth entrepreneurship development is highly-demanded and relevant. Furthermore, the lower representation of women among entrepreneurs prompts the study to seek answers about the causes of this phenomenon.
This study aims to investigate the gender aspect of young people’s attitude (students who just started their university education) from Eastern and Central European countries to entrepreneurship. Notably, their entrepreneurial intentions, attitudes toward entrepreneurship, perceived threats of setting up the business, and determination to start/run a family business compared to working for a big corporation, from a gender perspective, are worth investigating. The study employed the survey with structured printed questionnaires spread in campuses among 3,636 first-year (bachelor) students of technical universities in Ukraine, Poland, Latvia, Lithuania, and Bulgaria. The results show that male students are more determined to set up firms; however, the difference compared to the females is only 3.3%. No gender differences were observed in the vision of the attractiveness of running own business or in the perception of threats in running a business. Students of both genders do not suppose that working in a corporation is more attractive than a family business. Nevertheless, respondents of both genders gave the maximum score for the statement that corporations provide more excellent opportunities to develop competencies.

The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.