Marketing Product Pricing as an Element of the Competitiveness of Enterprises

Abstract

The purpose of the article is to develop marketing pricing for enterprise products and its impact on the quality and competitiveness of enterprises, as well as research on the level of competitiveness of enterprises and their investment attractiveness. Research methodology is based on the use of methods of analysis and synthesis, the method of observation, methods of induction and deduction, methods of comparison and analogy, graphic, logical methods. The methodological basis of the study was the methods of analysis, synthesis and observation, which provided an opportunity to actualize the main problems of the development of the public administration system today. The scientific novelty of the obtained results lies in the substantiated role of marketing pricing of the enterprise and the proposal of ways of its improvement. Pricing methods were analyzed, and a comprehensive system of information support for the marketing pricing process was investigated. The functions of analysis of marketing pricing and types of price planning are considered. Directions for improving methodical approaches to price calculation, its adjustment to the existing economic situation, and further development of the state’s economy are shown. Conclusions. marketing pricing is the art of price management and pricing, the art of setting such prices for goods (services) and varying them depending on the product’s position on the market, so that the set goals are achieved and the company receives income from it. The enterprise’s marketing pricing is designed to ensure the conditions for achieving its strategic goals and objectives and to outline pricing principles, methods of determining the basic level of prices, conditions and dimensions of their differentiation and adjustment. Key words: marketing pricing, ways of improvement, pricing methods, information support system, price planning, price calculation, competitiveness.