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УДК 658.8:658.11

DOI: https://doi.org/10.36887/2415-8453-2025-2-14

Avramenko Roman,
PhD student of Marketing and International Trade Department,
National University of Life and Environmental Sciences of Ukraine
https://orcid.org/0009-0003-3651-2964
Buriak Ruslan,
Doctor of Economic Sciences, Professor of Marketing and International Trade Department,
National University of Life and Environmental Sciences of Ukraine
https://orcid.org/0000-0002-2988-2196

JEL classification: O13; Q13

Several scientific papers and research on the problem of sales promotion, particularly pumpkin seeds, have been conducted, making it possible to determine one’s vision of this problem. The purpose. Highlighting the features of the theoretical and practical principles of the formation and development of a system of incentive measures to accelerate the process of buying and selling goods and services in the markets of Ukraine, identifying specifics and trends of its functioning, development of practical recommendations and effective marketing solutions in overcoming contradictions / finding a compromise in the interaction of economic entities and optimal allocation of resources. Results. The system of sales promotion tools in companies of European countries, which will facilitate the marketing activities of Ukrainian enterprises in the pumpkin seed market, is considered. The reasons for the rapid development of the sales promotion sphere are identified. The need to consider the purpose of the promotion, the intensity of competition, and the effectiveness of the invested means of stimulating consumers and trade is emphasized. Originality. Several scientific papers and our research on the problem of sales promotion, particularly pumpkin seeds, have been processed, making it possible to determine our vision of this problem. Growing competition in the domestic market encourages entrepreneurs to improve already used marketing elements and to search for new, practical methods, which in turn leads to a change in the marketing structure of enterprises. Sales promotion is not considered a universal means of increasing sales, like advertising, since its use is episodic or represents the final component of the same advertising. Conclusions. The main task of sales promotion is to establish sales-oriented goals by encouraging buyers to use the product for the first time, accelerating the process of buying and selling goods and services, or maintaining its use on an already established basis. The main goal of sales promotion activities is to motivate your sales staff, sales representatives, and buyers to act, initiating a series of actions that will result in long-term purchasing activity.

Keywords: promotion, sales, client, marketing activity, producer, consumer, market, pumpkin seeds.

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The article was received 11.03.2025