ANALYZING MARKETING STRATEGIES, ADVERTISING CAMPAIGNS AND SALES METHODS, TAKING INTO ACCOUNT MARKET TRENDS, CONSUMER BEHAVIOR AND PRICING POLICY

Introduction. Analyzing marketing, advertising and sales strategies is a key element of the success of modern enterprises. In the face of rapid technological development and changes in consumer behavior, companies must pay special attention to the development and analysis of their marketing strategies to remain competitive and successfully attract the attention of customers. Analyzing marketing, advertising, and sales strategies allows businesses to identify their strengths and weaknesses and find new opportunities for growth and development. Such analysis is an integral part of business planning and helps a company to remain flexible and adaptive in a dynamically changing market. Companies that successfully apply these strategies can count on long-term success, sustainability and prosperity in their industry. Purpose. To study the analysis of marketing, advertising and sales strategies, including the study of market trends, consumer behavior and pricing strategies on the example of Gas Supply Company Naftogaz of Ukraine LLC. Materials and methods. The materials of the study are: works of domestic authors who conduct their research in the field of marketing, in particular on marketing, advertising and sales strategies. In the course of the study, the following scientific methods were used: theoretical generalization and grouping (to characterize marketing strategies, formulate the main tasks of energy marketing, systematize aspects of promoting the increase of adaptive capacity in energy marketing); analysis (to calculate the dynamics of product sales); surveys (to identify the motives for using gas for personal consumption); logical generalization of results (formulation of conclusions).