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The paper deals with a generic methodology of rating of choice rationality for different target groups. Offered method is based on the cardinal utility theory and social research about value of goods from different levels of Maslow's pyramid. This method will help to provide company's competitive edge by marketing strategy improvement. This improvement is achieved by application of customer focus policy. The novelty of the study is in the creation of a model for assessing the choice rationality for individual consumers of different gender, age, income level and place of residence. The advantages of the proposed method are simplicity, flexibility and effectiveness. The model has both scientific and practical significance. The proposed method will let the enterprises select an individual approach to each segment of their target audience, which will increase the competitiveness of the company. From the theoretical point of view, the value of the method is in its universality. The method can be useful in economics, in psychology, and in sociology. [ABSTRACT FROM AUTHOR]

The impact of monoclonal antibodies (mAb) biotinylation on the output and the repertoire of selected peptides in the biopanning procedure were tested. A comparative analysis of the peptides selected from phage library using the biotinylated and non-biotinylated mAb 2F5 was performed. It was shown that the output of peptides homologous to the native epitope was 1.7-fold higher for biotinylated antibodies, whereas the binding capacity of the selected phages with mAb 2F5 in ELISA was higher in the case of using non-biotinylated antibodies. It should be noted that the phages exposing peptides, which have 4-5 amino acid sequence similarity with the native epitope, demonstrate the highest binding affinity. The phages that expose peptides with 3 amino acid sequence similarity demonstrate different binding affinity: from the smallest to the largest. Based on the obtained data, it is safe to suggest that the rational biopanning may proceed in accordance with the task.

Sixty preparations of basidiomycetes (Ganoderma, Lentinus, Pleurotus, Laetiporus, Polyporus, Inonotus, Flammulina, Grifola, Trametes) were investigated with respect to their toxicity for Vero cells and antiviral activity. The antiviral activity was estimated with the use of the West Nile virus and type 2 Herpes simplex. It was shown that 11 preparations of Ganoderma, Lentinus and Pleurotus completely inhibited the infective activity in doses not lower than 1000 TCD50 (the West Nile virus) and 100 PPU (type 2 Herpes simplex). The antiviral activity of the preparations was likely due to the content of polysaccharides or their derivatives in the composition. It increased with increasing of the quantity of the total polysaccharide fraction or its concentration.

Chromatography of a mixture of phospholipid and Ca-dependent ATPase of sarcoplasmic reticulum solubilized with choleate in a column with anionite results in proteolyposome formation. It was shown that dilution of ATPase with phospholipids makes it possible to reduce the concentration of ATPase in the membrane. Using the bifunctional reagent difluorodinitrobenzene it was demonstrated that reduction of the ATPase concentration in the membrane leads to the dissociation of the enzyme to monomers. It was disclosed that the monomeric form of ATPase is capable of active Ca2+ transport.

Chromatography of a mixture of phospholipids and Ca-dependent ATPase from sarcoplasmic reticulum solubilized by cholate on a column with anionite results in a formation of proteoliposomes. Using the freeze-fracture technique, it was shown that the density of intramembrane particles in fractured proteoliposomes formed is reversely proportional to the lipid--protein ratio. This is indicative of possible changes in ATPase concentration in the membrane, when the above-mentioned method was used. It was shown that dilution of ATPase with phospholipids increases its thermal stability. This is probably due to aggregation of the ATPase molecules and increase in the length of the borderline of lipids around each enzyme molecule.