USE OF PRICE MARKETING IN EXHIBITION ACTIVITIES

Abstract

Introduction. The use of methodical tools of pricing in the marketing of exhibition activity by the companies-organizers of exhibition events allows to strengthen their competitive positions in the internal and external markets of exhibition services, to improve the financial results of their activities.The research hypothesis. When improving the methodological tools of pricing in the marketing of exhibition activities, it is advisable to use the concept of extremely high, preventing the formation of demand, the price, which the author called the "price of alternative".The purpose of this article is to offer methodological tools of marketing pricing in the field of expo business and to substantiate the economic and mathematical model of the optimal market price of the exhibition area.The methodology of the study: methods of observation and collection of facts, statistical, content analysis, comparative and functional analysis, system approach based on modeling of economic reality, tabular, graphic, specific methods of marketing research: field (surveys of exhibition organizers, participants of expositions) and desk research.Results. The four-level marketing model of the exhibition service as a set of various interrelated attributes and benefits expressing the usefulness of the considered expo service for the participants of the exhibition event was developed. The use of the developed model allows exhibition organizers to form marketing relations with all market participants in the best possible way, to position the company taking into account consumers' expectations, and to differentiate expo-services suppliers taking into account their quality characteristics.Conclusions. The use of the "price of alternative" allows the company organizer of the exhibition events to get scientifically grounded toolkit of exhibition pricing, developed on the basis of benchmarking and containing economic and mathematical model of the optimal market price, which takes into account the interests of the client and the organizer of the exhibition events and promotes the development of interaction between them.