MARKETING PRICING POLICY OF A RETAIL BUSINESS ENTERPRISES

Abstract

Pricing policy is a core element of marketing strategy for any business, especially in the retail sector. In the context of high competition and changing consumer preferences, iterative price adjustments for goods and services become a critical factor for the success of a retail business. Therefore, the article aims to define the basic principles of forming the marketing pricing policy for a retail business. The authors highlight the fact that the marketing pricing policy of a retail business uses price as a tool to achieve specific marketing objectives. It has been proven that such a policy is based on processes and actions involving the continuous analysis and adjustment of prices for goods to balance several core marketing indicators. Future research prospects may focus on analyzing the effectiveness of specific pricing tools and methods of their implementation in the rapidly changing retail market, as well as on developing new approaches for integrating these tools into comprehensive pricing management strategies.