ROLE OF PRODUCT AND PRICING POLICY IN THE SYSTEM OF STRATEGIC MARKETING OF AN ENTERPRISE

The article examines the role of product and pricing policy as a key element of an enterprise’s strategic marketing system and its impact on the formation of competitive advantages, market positioning, and sustainable development in a dynamic market environment. The purpose of the study is to substantiate the role of product and pricing policy as a key element of an enterprise’s strategic marketing system and to determine its influence on creating competitive advantages, market positioning, and ensuring sustainable development of the enterprise. The methodological basis of the study is grounded in a systems approach, structural-logical analysis, and abstract-logical methods, allowing the identification of internal relationships between product characteristics, pricing decisions, and the strategic goals of the enterprise. The analysis made it possible to generalize theoretical approaches to the integration of product and pricing policies into marketing strategies. The study demonstrates that product and pricing policy serves as an integrated strategic marketing tool, ensuring alignment between consumer market expectations, the enterprise’s internal resource capabilities, and competitive environment parameters. Based on the results, a model for forming product and pricing policy is proposed, which ensures comprehensive management of the product portfolio, adapts pricing strategies to consumer behavior and market conditions, maximizes synergy between product and pricing decisions, and reduces the risks of price wars and ineffective discounts. The model includes sequential stages for strategy development: market situation analysis, definition of strategic objectives, market segmentation, development of alternative strategies, selection of the optimal strategy, and its implementation with monitoring of results and adjustments based on feedback. The authors substantiate methodological approaches to integrating product and pricing policies into the strategic marketing system, providing a foundation for enhancing the competitiveness of enterprises in the contemporary market environment.