2026 1(50) 20

Advertising and sales activities of trading enterprises in the conditions of marketing orientation

Belikova O.,
Doctor of Economics Sciences, Professor,
ORCID https://orcid.org/0009-0009-7891-9002
e-mail: belikova_olena@gmail.com;
Byvshev R.,
PhD in Ekonomics, Associate Professor,
ORCID https://orcid.org/0000-0002-7849-7040
e-mail: byvshev.R@ukr.net;
Byvsheva L.,
PhD in Ekonomics, Associate Professor,
ORCID https://orcid.org/0000-0003-2381-8836
e-mail: byvsheva_lada@ukr.net;
Kondratenko O.,
assistant,
ORCID https://orcid.org/0000-0001-8572-0477
e-mail: Kondratenko_1@ukr.net
DVNZ “Donbass State Engineering Academy”, Kramatorsk – Ternopil

Citation Format
Belikova, O., Byvshev, R., Byvsheva, L., & Kondratenko, O. (2026). Advertising and sales activities of trading enterprises in the conditions of marketing orientation. Vіsnyk ekonomіchnoі nauky Ukraіny, 1(50), 179-185. https://doi.org/10.37405/3041-1629.2026.1(50).179-185

Language
 Ukrainian

Resume
The article presents the place of advertising in the marketing strategy of a trading enterprise. The generalized forms of wholesale trade in Ukraine and elements of wholesale information structure are presented. It is established that in modern conditions of doing business, cardinal changes are taking place in approaches to advertising and sales activities of trading enterprises: focus on consumer needs, fierce competition, significant impact of scientific and technological progress on all spheres of life have determined that the basis of sales activities of trading enterprises is marketing activities and marketing management. The problems faced by trading enterprises are identified: problems of forming a product policy, maintaining a balance of interests of all market participants, insufficient information provision about markets and new technologies, adaptation to dynamic changes in the external environment, effective management of material, human resources and sales of goods. The phases of assessment of advertising and sales activities of domestic trading enterprises are analyzed.

Keywords
advertising activities, advertising, sales, sales activities, trading enterprises, marketing tools, marketing activities, business environment, purchasing, strategic approach.

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Full Text (.pdf)

Received: 02.03.2025
Accepted: 28.04.2026
Published: 29.05.2026