Formation of the marketing price policy of the enterprise in the modern economic conditions

Abstract

The aim of the article. The purpose of the article is to review, generalize and analyze approaches to pricing, to highlight current problems of marketing pricing, as well as the peculiarities of the formation of the company's pricing policy in modern business conditions.

The results of the analyses. Implementation of the process of making price decisions based on traditional approaches leads to the emergence of a number of problems that require the search for new means of solving them, new approaches to the process of developing price decisions. This approach should be based on the enterprise's use of marketing as a methodological basis for making management decisions in all spheres of activity, including pricing. In turn, price decisions in market conditions should be developed depending on the goals and objectives of the enterprise for the long term, which determines their strategic nature. Thus, the main means of improving the price policy of enterprises at the current stage is the development of strategic marketing decisions on prices.

Conclusions and perspectives for further research. The issue of marketing price policy is the most important element of the marketing complex; the results of the enterprise directly depend on the effectiveness of the marketing price policy. The problem of marketing pricing occupies a key place in the system of market relations. At the moment, entrepreneurial activity is widely developed in Ukraine, and this is associated with strong competition in almost all industries. Therefore, every enterprise should take measures to improve its marketing price policy in order to increase its competitiveness in the market. A successful marketing pricing policy at the enterprise will help to win a leading position in the market and make a profit

DOI: 10.15276/mdt.6.3.2022.5

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