MARKETING MANAGEMENT OF PRICES AND PROMOTION OF ENTERPRISES WHEN THEY ENTER THE EU MARKETS

Abstract

In determining the place of the complex of marketing communications and prices, it is necessary to build on the semantic and determinant components of demand. The selection and manifestation of the components of the marketing mix is influenced by the determinants of demand, while taking into account the cost sensitivity of demand. A more informed determination of the cost and hourly parameters of modern international financial transactions can be achieved on the basis of wide knowledge of the mechanisms for the functioning of international finance, trade, taxes and duties. Consideration of the image component in the price is very appropriate in conditions of significant competition and information market influences. A dynamic approach to marketing pricing should be widely used when distributing industrial products to target markets of different countries, since their market conditions are too variable and need to adapt the price complex accordingly. It is proposed to consider pricing as one of the generalizing processes of marketing activities of enterprises, which allows to obtain the desired financial results and achieve a high level of market status. In the context of interactive marketing business interaction, it is advisable to deepen and improve the methods, procedures, mechanisms and strategies for pricing products of an industrial enterprise, which should take place on marketing competitive principles taking into account the configuration of the fundamental forces of the market and information support. The work proposes a model of marketing price management of enterprises when they enter the EU markets, which is based on determining competitive opportunities for domestic enterprises, studying the competitive status of the environment, outlining consumer requests for product assortment, establishing the most appropriate marketing communications, evaluating strategic marketing installations, modeling the price management function, and allows to increase the marketing efficiency of operational-commercial management of enterprise. The article improved the theoretical and methodological principles of marketing price management and promotion of Ukrainian enterprises when they enter the EU markets in conditions of interactive business interaction. The communication provision of social and behavioural determinants of “green” interaction between economic agents of Ukraine and Poland will contribute to the revival of trade. Partnership communication in this case should increasingly be in the plane of Ukrainian and Polish linguistic business culture. Keywords: marketing, management, pricing, enterprises, promotion, strategy, model.