Abstract
The article considers the peculiarities of marketing pricing of domestic enterprises in the service sector during the COVID-19 pandemic. The principles of active pricing policy are defined. In article analyzed stages of marketing pricing at the enterprise in connection with its targets. The factors of influencing the pricing process are identified and analyzed. Attention is paid to price competition in the market and changes in consumer behavior. Was given the characteristic of the modern consumer. The key trends in retail trade, the development of which was accelerated by the coronavirus pandemic, are considered. Recommendations are given to domestic enterprises on the development of marketing pricing policy taking into account the situation and market trends.
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