Annotation: The article examines the historical emergence of the term «conflict transformation» and its interpretation in terms of international political practice of conflict resolution. The main differences between the terms «resolution», «management» of conflicts and conflict transformation are identified. The structure of conflict transformation, consisting of seven main aspects based on such principles as cooperation, personal development, communication, understanding, empathy, is studied. The GIAM model developed by modern scientists, which is aimed at implementing the practice of conflict transformation in the educational process, specifically during physical education classes, is investigated. The structure of the model, the main strategies used during classes, and the advantages of the model in the modern practice of working with conflicts in a student group are determined.

Annotation: The article deals with psychological factors preventing the development of loneliness syndrome in first-year students. The concept of loneliness is considered in the article as a certain psychological and social state of personal isolation, alienation, accompanied by frustrating, depressive and anxious manifestations, supplemented by a feeling of uselessness. The emergence of loneliness in first-year students is caused, first of all, by individual personal characteristics (low self-esteem, shyness, inability to establish contacts on an interpersonal level, fear of rejection); the age characteristics of the development of persons of youth age as such, which is characterized by crisis; microsocial features, the nature of family relationships, patterns of upbringing, unforced stressful circumstances, in particular, loss of a loved one, divorce of parents; macrosocial features represented by the political, socio-economic situation in the country and the world, etc. The analysis of the functional features that accompany the subjective experience of loneliness by first-year students inspires a conclusion regarding the dependence of the features of the reception of loneliness by a person directly determined by his individual personal characteristics. However, the chances of successfully and effectively overcoming the mentioned problem are significantly increased if signs of loneliness and alienation are detected in a timely manner, as well as a clear definition of the causes of these psychological phenomena. Social and psychological training is proposed as an effective form of overcoming the loneliness syndrome in first-year students. This form of work represents learning through the acquisition and understanding of life experience, which is modeled in the group interaction of people. The training to overcome the consequences of experiencing loneliness among first-year students should be based on such principles as modeling the situation of novelty and uncertainty, the playful nature of the interaction between the participants and the trainer, positive feedback, refusal to criticize the content of the work, the balance between intuition and critical thinking , retrospective construction of parallels between the content of classes and life experience of the participants, wide use of means of visual and plastic expression.

Annotation: Sales promotion is an important component of a successful busine ss. In today's competitive environment, companies must be ready to use a variety of different strategies to increase sales of their goods and services. Sales promotion includes a set of means aimed at causing a faster or stronger reaction in the market response to the product offer. The main components of the quality of sales promotion are, first of all, attractiveness, informativeness, motivation to make a purchase, unobtrusive methods of action, variety of techniques and means of stimulation. This article aims to analyze and evaluate the effectiveness of various sales promotion-marketing measures by carefully examining the impact of these activities on consumer behavior and decisions. In addition, the article considers the key components that are decisive for the successful implementation of sales promotion marketing measures, in particular, their influence on the formation of a positive perception of a product or service, the creation of the probability of purchase and the construction of long-term relationships with consumers. Research materials are scientific and practical research and work in the field of marketing measures for sales promotion, both domestic and foreign authors. The article analyzes the latest publications on marketing trends and tools used to increase sales. The main results of this article are the analysis of sales promotion measures and expected results; advantages and disadvantages of sales promotion tools are considered. The planning stages of the sales promotion program, the selection of two main criteria, which are used to develop a sales strategy and increase its volumes, were studied. Attention was focused on important aspects of the development of the sales promotion system. The use and planning of marketing measures to increase sales volumes, their integration into the development plan and strategy of companies will allow to increase economic and financial indicators, improve communication with the mass consumer, personalize offers and create a sustainable competitive advantage in the market.

Annotation: This article provides an in-depth analysis of the problem of gender inequality in Ukraine, in the context of the process of its European integration. The research is based on the use of various methods of analysis, among which correlation analysis, descriptive analysis and the taxonomy method occupy a significant place. These methods allow for a thorough examination of six key indicators of gender inequality, which include the employment gap, education levels, wages, social support and women's representation in parliament. As a result of the analysis, it was established that the gap in employment and the level of education are decisive factors that affect the opportunities of women in society. The analysis of indicators of gender equality shows that Ukraine, although entering the socio-cultural context of the European Union, remains at the bottom level of the rating among European countries. Despite this, the country has some achievements, in particular, indicators that exceed the average values in terms of the employment rate, the number of women with incomplete secondary education and the level of social support. However, it is worth noting that there are shortcomings, such as the low level of representation of women in parliament, as well as the gender gap in employment and wages. This requires attention and development of strategies to further improve the situation. It is noted that the preservation of gender inequality becomes a serious challenge for Ukraine, especially in the context of the desire for European integration. The conclusions of the article indicate the need for urgent action to reduce these inequalities. The results of the analysis open wide opportunities for further research and development of programs and initiatives aimed at improving the state of gender equality in Ukraine and its adaptation to European standards. Including, conducting a cluster analysis for a deeper understanding of the classification of countries by the level of gender inequality, as well as the formation of strategies for improving low indicators of equality with the aim of raising Ukraine in the rating.

Annotation: The article examines the essence of the concept of "marketing pricing policy" and establishes that it is important in today's conditions, as it allows to correctly define the purpose, tasks, types, functions of marketing pricing and provides the basis for making quality decisions regarding the pricing process at the enterprise. The marketing price strategy is a strategic direction of the company's marketing price policy, which is based on actions to form a forecast price level and plan its effective use. Peculiarities of formation of marketing price policy at "FAVORIT ZNAK" LLC enterprise are considered. It was established that in the process of pricing, "FAVORIT ZNAK" LLC uses a cost method that does not provide flexibility in pricing and makes it impossible to quickly adapt to changes in the external and internal environment, which significantly narrows the work with prices. At the stages of pricing formation at the enterprise, there is a problem of inconsistency of goals between the responsible units, and there is no evaluation of the effectiveness of the pricing policy.

Annotation: (Українська) У статті досліджено теоретичні та практичні аспекти запобігання злочинності, а також здійснено аналіз оперативно-розшукового запобігання кримінальним правопорушенням. Зокрема, здійснено аналіз праць науковців у різні періоди щодо оперативно-розшукового запобігання кримінальним правопорушенням.

Annotation: Studies devoted to the pricing of digital financial assets and the formation of insurance reserves of insurance companies appear to be relevant and rapidly developing in the context of the global economy. The gradual transition to digital financial products and technologies creates new challenges and opportunities for economic research. This topic is considered at the economic level with the aim of in-depth analysis of the digital asset pricing process and its impact on the financial stability and risks of insurance companies. This research will focus on studying the mechanisms underlying the pricing of digital assets, including cryptocurrencies, digital securities and other financial instruments that are increasingly popular in today's world. Attention will also be focused on the analysis of strategies and methodologies for the formation of insurance reserves for insurance companies, especially those facing the risks of technology and digital assets. Research on this topic can contribute to the development of risk management and pricing strategies in the field of digital financial assets and insurance, which play an important role in the sustainable development of the global economy.

Annotation: In this article, an attempt was made to highlight the process of formation and development of Ukraine's foreign economic activity in the regions bordering the European Union, since the declaration of independence. Special attention is paid to cross-border trade as a key aspect of cooperation between Ukraine and Central European EU member states, it is defined as an important element of Euroregional cooperation and the strategy of Ukraine's acquisition of EU membership. Also, in the author's opinion, the main modern problems of the organization of cross-border trade in Ukraine are indicated in the article and the ways of improving these problems are identified. After all, over the past three years, there has been a trend towards a gradual deepening of bilateral cooperation between Ukraine and the EU. Ukraine is gradually entering the markets of the European Union, but there is a need to pay attention to a number of problems that prevent effective cooperation, in particular, effective protection of the competitiveness of the Ukrainian economy is important. Accordingly, improving the development of cross-border trade should become one of the priority directions of state policy, since this direction of foreign economic activity is also aimed at the implementation of the Association Agreement between Ukraine, on the one hand, and the European Union, the European Atomic Energy Community and their member states, with the other side the article also examines the research of domestic scientists, who see that at present the conditions for conducting cross-border trade are characterized, firstly, by a high degree of cost-effectiveness, caused by the duration of customs procedures, queues of vehicles at the border, missed economic benefits, and secondly, it is not enough developed regulatory, legal and organizational management foundations for the proper provision of cross-border trade in the conditions of the European integration policy, which is carried out by our state in order to become a full-fledged member of the Euro-Russian community. After all, it is known that the organization of cross-border trade between the member states of the Union is characterized by the openness of markets, which, in turn, stimulates the competitiveness of enterprises in border regions. Accordingly, all this necessitates the development of ways to improve the organization of cross-border trade.

Annotation: At the stage when companies diversify promotion tools and implement such modern tools of marketing communications, the problem of their fragmented and inconsistent application arises, caused by several factors. First, new tools of modern communication technologies emerge and develop at a rapid pace, which prompts companies to implement them in the set of promotional tools. In today's world, communications play a fundamental role in establishing and maintaining engagement between brands and their audiences. Effective communications do not just provide information, they build relationships between users. In order for this relationship to be successful, it is necessary to consider the values and image of the brand.

Annotation: The work reveals the main factors of the phenomenon of «Otamanship» during the Ukrainian Revolution (1917-1921).