Yusupova O. Sales promotion of products at retail enterprises

The thesis is a research of the theoretical, methodological and practical aspects of the application of sales promotion by retailers. The analysis of the scientific definitions of "sales promotion" was conducted; scientific approaches to identification of key features of sales promotion were studied and systematized. The system of the marketing goals of sales promotion was improved. The connection between the concepts of "tool of sales promotion" and "method of sales promotion" was described. The classification of the tools and the methods of sales promotion were therefore improved. The basic approach of effectiveness evaluation of sales promotion by retail enterprises was discussed. Current state of implementation of the sales promotion system to retail enterprises in Ukraine was examined. Consumer attitude towards certain types of sales promotion was researched. The efficiency of different types of sales promotion was estimated. The model of selection of the sales promotion tool was designed. There were developed methodical recommendations for the implementation of charitable sales promotion by the Ukrainian retailers. Methodical approach of the effectiveness evaluation of sales promotion in retail was improved.