FINANCIAL PROVISION OF MARKETING ACTIVITIES OF MACHINE-BUILDING ENTERPRISES FOR STRENGTHENING COMPETITIVENESS IN THE CONTEXT OF A NEW REALITY

The purpose of this article is to develop a methodological approach to evaluating all possible options for the financial provision of the marketing activities of modern machine-building enterprises under conditions of full-scale war. Thus, the new conditions of reality are characteristic specifically of Ukrainian machine-building enterprises, which become the key object of the study. As a result, within this article, the optimal forms of financial provision, both external and internal, were chosen based on evaluation results, which will allow not only to "survive" in the current conditions for Ukrainian machine-building enterprises but also to strengthen their competitiveness in the face of new challenges and threats. The identification of the most optimal forms of financial provision and the conduct of evaluations were made possible through the implementation of expert analysis, using the Delphi method. The central place in the methodology of the article is occupied by the method of hierarchical multicriteria evaluation. Its thorough substantiation has better reflected the main results of the research. The developed methodological approach is distinguished by its convenience and practical value in the conditions of the new reality, that is wartime. Another feature is the consideration of not only internal resources but also external ones. Ultimately, the proper and secure application of the defined forms of internal and external financial provision of marketing activities to change their own competitiveness was also substantiated. This, in turn, allowed forming the correct trajectory for how to evaluate one’s own financial provision options for marketing activities and how to apply them to enhance one’s competitiveness. The practical significance of the obtained results lies in substantiating recommendations for establishing the optimal form of financial provision of marketing activities for machine-building enterprises.