Rubric: Economy

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: 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.