KEY ASPECTS OF PRICING AS AN ELEMENT OF ENTERPRISE MARKETING POLICY

Abstract

Introduction. The article examines the main key aspects of product pricing, which is the main element of marketing policy of the enterprise. The authors emphasize that pricing for the products of the processing plant is one of the important ways to use economic laws for further development of production. The main goals of the pricing policy at the enterprise are outlined, which include: maximization of the enterprise profit; ensuring the survival of the enterprise in market conditions; maintenance of the market segment in which the company operates. It is proved that raising the price of products can also increase or decrease the total profit of the enterprise, it all depends on the soundness of pricing policy, analysis of market sensitivity to prices and, most importantly, processing and analysis of information on the economic situation in the macro environment. After all, when forming an effective pricing policy, enterprises must have appropriate information support, take into account the principles of its formation, adhere to the current legal framework for state regulation of prices, monitor the factors of internal and external environment. enterprises to increase turnover, optimize turnover costs and increase net profit. The purpose of the article is to substantiate the theoretical aspects of pricing policy and commercial activities of enterprises and determine the features of the formation of pricing policy to achieve a high level of marketability and profitability of the enterprise. Method (methodology). In the process of conducting research, a systematic approach and the following methods were used: monographic (in the study of the problem; for theoretical generalizations, elaboration of conclusions); theoretical generalization, description (in the study of scientific issues on the pricing of enterprise products); abstract-logical (for theoretical generalization, formulation of conclusions, recommendations for improving pricing as an element of commercial activity). Results. As a result of the research, the elements of scientific novelty were obtained, which are as follows: the economic essence of the price as an instrument of commercial policy of the processing enterprise is revealed; the formation and implementation of the pricing policy of the enterprise are considered; methods of analysis of commercial activity and pricing policy at enterprises are determined; the characteristic of pricing as an element of commercial activity of the enterprise and prospects of improvement of its marketing activity is carried out. Therefore, the practical significance of the obtained results lies in the possibility of using theoretical and methodological developments and practical recommendations for improving pricing as an element of commercial activity