Purpose. Improvement of the methodological approaches to assessing the state of the business environment in the country, identifying the potential and limitations of existing indicators of diagnosis of the state of business environment, in particular, rating ones. Methodology. The main results of the study were obtained based on abstraction methods, by which the scientific understanding of the categories "external environment" and "business environment" was formed. Likewise, the separation of the letters is carried out given the essence of the processes that they reflect. Methods of scientific generalization were used to set scientific targets and draw conclusions, analysis and synthesis to identify the limitations of the current approaches to index-ratin assessment of the state of the business environment. Statistical and the graphical analysis led to the identification of the indicators and dynamics of direct foreign investing in the country. A comparative analysis is used in order to identify diagnostic potential of the most common assessing indexes of the state of the business-environment. Findings. Notions of "external environment" and "business environment" are distinguished, given the difference in their quantitative and qualitative essential features. A set of the world's most common index-rating projects for assessing the state of the business environment is analyzed. Using the example of comparison of Ukraine with other countries, the advantages and disadvantages of existing index-rating indicators of diagnostics of the business environment are demonstrated, their potential and limitations are determined. The necessity of using the dual methodological approach to the assessment of the state of the business environment is substantiated, which, in accordance with the peculiarities of the appointment (functions) and the final objectives, provides for the formation of two groups of indicators: based on the assessment of the business environment and business environment functioning evaluation results. As the key indicators of the fact-finding nature, it is proposed to use indicators of direct foreign investment in the country (using the example of Ukraine). Originality. For the first time, a dual methodological approach to assessing the state of the business environment in the country is proposed, which involves evaluation based on the differentiation of factor and result indicators of the state of the business environment. Further development has identified the advantages and disadvantages of the main indexes (ratings) that are used in world practice to assess the business environment. The definition of functions (appointment) and corresponding spheres of adequate practical use of rating-factor and actual-result indicators is proposed. The conclusion on the feasibility of using indicators related to foreign direct investment as the key indicators of the factor-result group is substantiated.

Purpose. To build a theoretical model for ecologization of market behavior of consumers in modern economic conditions and to determine the main types of strategic reaction of enterprises to the ecological factor of business environment. Methodology. Methods of scientific generalization were applied to formulate the conclusions of research, analysis and synthesis - to determine, in particular, the structure of ecological needs and interests. Statistical and graphical analysis showed dynamics of the market of ecological goods and consumers preferences. The comparison method was used for characterizing the strategical approaches to understanding the processes of market ecologization, the ecological marketing peculiarities. Findings. Components of the process of ecologization of consumers' behavior (needs for security; needs for ecological safety; ecological interests; ecologization of the market demand) are consistently identified and substantiated. Structure of needs for ecological safety and their influence are defined (providing the reproduction of natural resources; safe natural environment; safe goods). The first two groups of needs form interests in ecological conditions of management, the third one - in ecological properties of goods. Factors of ecological interests were divided into two groups - endogenous and exogenous. Two possible strategic management approaches (adaptive and expansionary) to respond to the ecologization of consumers' behavior are highlighted. Peculiarities of positioning, segmentation, communication and pricing policy of enterprises focused on the business use of trend of ecologization of market behavior of consumers are considered. Originality. A theoretical model for ecologization of market behavior of consumers in modern conditions was created on the basis of using the system approach. There was given further development to definition of such concepts as: needs for ecological safety; ecological interests of market agents-consumers; ecologization of demand; ecological goods. Definitions of factors influencing the consumers' interests in ecological properties of goods were improved due to their dividing into endogenous and exogenous groups with further structuring. Two possible practical strategic management approaches (adaptive and expansionary) to reacting to ecologization of demand were substantiated. Peculiarities of components of ecological marketing were determined. Practical value. Results of the research can be used by managers for raising the level of analytical work as to taking into account the ecological component of business environment, consumers behavior and improvement of marketing strategies of enterprises.