FEATURES OF MARKETING PRICING IN MODERN BUSINESS CONDITIONS

Abstract

Objective here is a study of the peculiarities of marketing pricing and its possibilities for ensuring business development in modern economic conditions. The methods used to achieve the goal: analysis, synthesis, generalization, grouping (to determine the essence of marketing pricing, outline modern problems and factors of its implementation), disaggregation (to distinguish modern influential factors of pricing), graphic method (to study the dynamics of price changes in economy), psychological methods (to explain the emotional motives of consumer behavior). The results. In the course of the study, the relevance of marketing pricing for conducting and developing business in modern business conditions in Ukraine was proven. The essence of marketing pricing is determined through the component of management activity, oriented to market and strategic business goals, the achievement of which is ensured through the organization of an effective pricing process and an eclectic compilation of economic and marketing levers of influence on the price behavior of business. Peculiarities of marketing pricing, which actualize its development: it is a strategically oriented activity; it is a professional activity that requires special knowledge, skills and implementation experience; it should be based on economic methods of price formation; the main orientation of marketing pricing is the consumer, his needs. For the effective implementation of marketing pricing, it is mandatory to take into account the psychological factors of consumers, which create emotional opportunities to change sales in the desired direction for the business, namely: the binding effect; the Weber-Fechner law; "stop at number 9" rules; combining products that are most often purchased; emphasis on benefit or pleasure; the magic word "free"; rules "focus on the time spent or saved"; "reliability is another magic word" rules, the taboo on unreasonable price comparisons, the "price tag matters" rule.