PRICING AS A COMPONENT OF MARKETING ANALYSIS: MODERN APPROACHES

In today's market conditions, many enterprises are convinced that pricing decisions must be closely monitored by top management, as numerous aspects of production depend on their correct application. However, often due to the instability of the Ukrainian economy, such decisions are not strategic, but operational in nature. Sometimes prices are formed spontaneously, without a deep analysis of the consequences of such pricing. The need to improve the methodological foundations of pricing in conditions of market fluctuations, increased competition and the struggle of product manufacturers for the attention and affection of consumers determined the choice of the topic of this article. Based on this, it is necessary to solve the following tasks: conduct a theoretical analysis of the price as an economic category in the market economy; to investigate the impact of the pricing policy on the company's revenues; and also develop approaches to the formation of marketing-oriented prices. In Ukraine, in the conditions of a market economy, the value of pricing is becoming more and more important. Increasing competition in the market forces enterprises to constantly reduce the prices of their goods and services, while at the same time increasing the quality of products. However, studies show that enterprises pay insufficient attention to the management of pricing processes and their analysis. Usually, prices are determined on the basis of supply and demand in the market, without taking into account other factors and changes in the environment. Marketing pricing is implemented through marketing pricing strategies and is based on specific methods of marketing pricing policy, so it should be considered only in the context of the overall strategy of the firm. The practical importance of issues of price policy, market conditions and innovative approaches to the formation of enterprise pricing, as well as their insufficient analysis in domestic economic literature, determined the choice of the topic of our research.