COMMODITY AND PRICE POLICY OF THE ENTERPRISE IN THE MARKETING POSITIONING INNOVATIVE GOODS ON THE MARKET

Abstract

The formation of a post-industrial technological order of production in the first half of the 21st century, the development and spread of the sixth technological order in the context of the formation of a global innovation and technological space have determined the modern state economic policy of Ukraine. It is aimed at achieving sustainable dynamic development of the country on the basis of economic diversification and rejection of the raw material orientation of development. The main vector of the state industrial-innovative commodity-price policy is the creation of competitive and export-oriented goods, works and services in the field of production and services. The article proves that the innovation factor is increasingly used as an engine of economic growth. To increase the competitiveness of Ukrainian enterprises in the market, it is necessary to competently promote and position innovative products. Various methods of positioning innovative products, which will be relevant at the present stage of development of the Ukrainian economy, are considered. Positioning of a product is the place that a given product occupies in the mind of a consumer in comparison with a similar product of a competitor. It is a complex process consisting of a whole range of impressions and sensations for consumers. Positioning is the way a consumer identifies a particular product according to its most important characteristics. The article reveals the features of positioning innovative products in the Ukrainian market. Marketing of innovative products is a relatively new area of research for Ukrainian scientists. The study of existing technologies for positioning and promoting innovations in world practice becomes especially relevant for the development of one's own positioning strategy as an effective marketing tool in high-tech markets.