ТЕОРЕТИКО-МЕТОДИЧНІ ПІДХОДИ ДО ЦІНОУТВОРЕННЯ У СИСТЕМІ МАРКЕТИНГУ

Abstract

The article considers issues related to the development of theoretical and methodological principles of pricing in the marketing system in market conditions. Marketing pricing policy is an element of the marketing complex within the general policy of the enterprise, the effective formation of which in accordance with the strategic objectives of the enterprise and taking into account the peculiarities of a market economy, will improve price management and positively affect further improvement of marketing pricing. Price belongs to the category of controlled marketing factors, so careful development of pricing policy is an important task of the enterprise. It is extremely important to ensure consistency and interconnection of pricing and general policy of the enterprise. The existing principles of pricing are systematized. Having studied the works of domestic and foreign scholars, we can generalize that they traditionally divide pricing factors into two main groups: internal (controlled) and external (uncontrolled), but there are other proposals for division depending on certain characteristics. The methods of pricing, which are studied by marketers, are classified according to the directions of influence on direct and indirect. Different scientists have differentiated approaches to the specification of marketing pricing methods. Therefore, some authors characterize a detailed list of these methods, and others, on the contrary, their generalized grouping. The main modern methods of pricing are based on a combination of: cost methods, built on the actual costs of production and sales; marketoriented, consumer-oriented and competitive; parametric methods that take into account the price of technical and economic characteristics of products. The process of determining the price is systemic, it is carried out using different pricing methods and aims to obtain sound results. Based on the analysis of existing methodological approaches to marketing pricing, the methodological approach to formulating the stages of determining the price as part of the strategic management system and a tool of the marketing complex was clarified and supplemented.