Kuzmynchuk N., Doctor of Economics, Professor, V.N. Karazin Kharkiv National University, Ukraine

ORCID ID: 0000-0002-9844-3429
e-mail: nkuzminchuk@ukr.net

Kutsenko T., PhD of Economics, Associate Professor V.N. Karazin Kharkiv National University, Ukraine

ORCID ID: 0000-0001-7800-2987
e-mail: chkutsenko@gmail.com

Terovanesova O., PhD of Economics, V.N. Karazin Kharkiv National University, Ukraine

ORCID ID: 0000-0001-9323-8699
e-mail: shurochka363@gmail.com

Fomenko V., student of the Department of Marketing Management and Entrepreneurship, Faculty of Economics, V.N. Karazin Kharkiv National University, Ukraine

ORCID ID: 0000-0002-2226-3739
e-mail: lerafomenko@gmail.com

Enterprises’ Price Policy as an Element of Marketing Complex in Marketing-Management Systems

Abstract. Introduction. Price and pricing is a way to respond quickly and qualitatively to internal and external factors changing. This is why, at the current stage of market economy development, enterprises must constantly improve their price policy framework. Studying ways of price policy’s influencing, such as establishment factors, ways of formation, methods of calculation allow to increase the profit of the enterprise

Purpose. The purpose of article is to establish a relevant methodology for creation an enterprises’ price policy, with will meet the requirements of marketing-management systems and improve the process of reaction to changes in enterprise objectives or internal and external influences.

Results. The article discusses definitions of price and analyses the different scientist’s approaches to pricing policies, their objectives and key elements. A methodology was created for establishment the basis of the marketing price policy of an enterprise in the system of marketing-management, taking into account factors influencing the chosen target, the method of realization, the choice of a price strategy. The article establishes the dependence of price policy on various factors and classifies these factors into convenient categories.

The new approach to price policy-making is justified by the price as the most effective factor in influencing profits. Price change is an opportunity to effectively influence the enterprise’s profits in a changing market economy. For the implementation of pricing, the article proposes calculation methods that are relevant for practical use.

Conclusions. The study identified an important aspect of the price-setting model – its cyclicality. The main propose is block scheme for the process of establishing a price policy framework contains all the main processes involved in the creation, implementation and updating of management decisions during pricing.

Keywords: price policy; pricing; marketing pricing policy; pricing policy establishment; pricing establishment.

References:

1. Duhina, S. (2005). Marketynhova tsinova polityka: navchal’nyj posibnyk. Kyiv: KNEU [in Ukrainian].
2. Osnach, O. F., Pylypchuk, V. P. & Kovalenko, L. P. (2009). Promyslovyj marketynh: pidruch. dlia stud. vysch. navch. zakl. Kyiv: Tsentr uchbovoi literatury [in Ukrainian].
3. Mazur, O. Ye. (2012). Rynkove tsinoutvorennia: navchal’nyj posibnyk. TsUL [in Ukrainian].
4. Hradov, A. , Hlukhov, V. V., Hryhor’iev, Yu. P. & Didenko, N. I. (2003). Ekonomichna stratehiia firmy: navchal’nyj posibnyk. [in Ukrainian].
5. Kuz’mina, A. V. & Nekrasova, T. (2008). Directions of competitive legislation modernization. Ekonomika ta pravo, 3, 120 [in Ukrainian].
6. Blahoiev, V. V. (2016). Increasing competitiveness mechanism of the industrial enterprise on the oligopolistic market (Ph. D. Thesis). Economy, organization and management of enterprises. Zaporizhzhya National Technical University.
7. Denysova, I. P. (2012). Upravlinnia vytratamy: navchal’nyj posibnyk. Kyiv: Karavela [in Ukrainian].
8. Shejko, V. M. & Kushnarenko, N. M. (2003). Orhanizatsiia ta metodyka naukovo doslidnyts’koi diial’nosti: pidruchnyk. Kyiv: Znannia [in Ukrainian].
9. Nestoryshen I. V. (2010). Problems of price formation in the market conditions. Visnyk Khmelnytskoho natsionalnoho universytetu, 5, 121-125 [in Ukrainian].
10. Luk’ianets’, T. (2003). Reklamnyj menedzhment: navchal’nyj posibnyk (2nd ed.). Kyiv: KNEU [in Ukrainian].
11. Kovshova, I. O. (2018). Marketynhovyj menedzhment: teoriia, metodolohiia, praktyka. Kyiv [in Ukrainian].
12. Oklander, M. A. & Chukurna, O. P. (2012). Marketynhova tsinova polityka: navchal’nyj posibnyk. Kyiv: Tsentr uchbovoi literatury [in Ukrainian].
13. Yekimova, K. V. (2016). Finansovyj menedzhment: pidruchnyk dlia prykladnoho bakalavriatu [in Ukrainian].