Abstract
The article studies the theoretical and methodological aspects of the formation of marketing pricing in the conditions of war; the dynamics of the development of the milk market of Ukraine were analyzed, and the level of influence of exogenous factors on the milk products market of Ukraine was determined. The most important pricing factors are highlighted, which include: demand, costs of production and sale of products, competition, influence of trade intermediaries and government regulation. Today, the part of Ukraine is under active hostilities, causing significant destruction of infrastructure, slowing down of business activity and migration of labor to the western regions and neighboring friendly states. These negative phenomena affect price fluctuations, increasing their seasonal variability. There is a trend of loss of raw milk due to the decrease in the number of cattle, the deterioration of feeding conditions during the war period; violation of logistics; low volumes of production in occupied and destroyed regions. The demand for milk has decreased significantly, which is associated with demographic changes and the occupation of Ukrainian territories, a general decrease in the purchasing power of the population, and high inflation. Manufacturers, processors and retail chains anticipate all possible risks associated with military conflict and include them in the price of products. One factor analysis of variance of pricing on the milk market of Ukraine was conducted. It was established that the average price of milk is affected by such factors as: milk producers, milk processors and trade networks. To study the regularities of the dynamics of the average milk price, it is proposed to use a system of indicators that characterize the direction and intensity of change over time of the studied characteristic, namely: average absolute growth, average growth rate and average rate of increase. Pricing, as an important element of the marketing complex, plays a key role in providing profit and is one of the most flexible components of this complex. Taking into consideration the rapidly changing environment, the constant price analysis is a critical aspect of a successful strategy.
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