The dynamics of prices for agricultural products, the factors that affect the pricing policy in modern conditions are considered in the article. Price is the most important element of the economic mechanism of the modern agrarian system, and in a market economy inefficient use of the price mechanism or complete rejection of price regulation results in large-scale negative consequences for the development of agricultural production of the country. Price disproportions arising in the system of agro-industrial complex between its separate links cause necessity of the state regulation of pricing. Agricultural producers cannot control the production of their products to the same extent as non-agricultural firms because the total output is determined by the work of many relatively small producers operating independently, and secondly, production results depend largely on weather conditions and biological systems. The end result in most cases depends on many uncontrolled factors that affect the yield or animal productivity – weather, natural disasters. The abilities of agricultural producers to respond to changing market conditions are quite limited - it is impossible to quickly stop or change agricultural production. Conversely, processing enterprises and consumers can adapt to changes in the supply of agricultural products in a shorter time than farms to changes in factors of production. The existing pricing mechanism for agricultural products is still imperfect and a system of measures to improve its functioning at all levels of state and legislative power is needed. An important place in agrarian transformations is occupied by the issues of a reasonable combination of free pricing with state price regulation. Public policy should continue to play the role of the main regulator in agriculture on the basis of investments in science, resource and energy-saving production technologies, lending, insurance, marketing, etc. The state must compensate deviations from the market price to agricultural producers in the amounts necessary for their activities at a given level of profitability.

The article, using the components of economic psychology, considers the schemes of the decisionmaking process of an individual in the consumption of various goods and services. The peculiarities of marketing pricing in the cost and value approaches are revealed. It is determined that marketing pricing in general and specific prices in particular are the most important factors that determine consumer choice and customer behavior. The right marketing pricing strategy and tactics are the key to business success in many cases. The main thing that determines the demand for a product and its price is its qualities, such as relative rarity and innovation. From the point of view of economic psychology, the author presents and discusses the characteristics of buyer behavior that directly affect his or her attitude to the price level of a product or service and his or her reaction to price changes: psychology of the price barrier; psychological aspects of number perception; psychology of regular or traditional prices; psychology of price comparison; psychology of price perception for large packages of goods or sets of goods; psychology of price decomposition and analysis; psychology of fashion prices, etc. The models of consumer behavior and his/her motivation when deciding on the need to buy and, directly, the purchase of goods are considered. It is substantiated that monitoring of these nuances and their use allows the manufacturer to significantly facilitate the process of pricing its goods and make a more accurate calculation of a "fair" price that will not alienate the consumer. The author considers the psychological aspects that should be taken into account when finalizing the price; analyzes the strategies and tactics of marketing pricing. The most common risks that consumers face in the process of making their choice are analyzed: monetary risk; functional risk; physical risk; social risk; psychological risk. An analysis of consumer behavior based on the proposed models and the risks to which consumers are exposed when making a choice shows that many consumers are not ready, and some do not want to be responsible for making a choice and making a decision. It is determined that there are practically no such generalized formulas that can be used to calculate the optimal actions of marketers in terms of pricing technologies, since there are a number of variables that affect customer behavior: product, budget, external environment, brand, customer mood, and much more.

Due to the active development of international cooperation, the issues of optimizing the process of planning and organizing the international delivery of goods and resources to the final consumer, in other words, the need for efficient transport logistics is growing. The purpose of the study is to determine the problems and prospects of transport logistics using in the foreign economic activity of domestic enterprises. Transport is one of the most important sectors of the Ukrainian economy. The share of transport services is quite significant in the structure of foreign trade of services in Ukraine. Exports of transport services in 2020 amount to 4.88 billion dollars, which is 43.7% of total exports of services. Imports – is 1.01 billion dollars (19.5%). Modern conditions of the freight market are characterized by increased competition, reduced profits, increased and emerging new requirements for the quality of services provided. Market conditions are becoming increasingly difficult for logistics and freight forwarding companies. The dynamics of cargo turnover and cargo transportation by types of transport in Ukraine has been studied and the tendency to decrease the volume of cargo turnover in recent years has been revealed. Features of transport and logistics services are considered. It is noted that the transport and logistics support of foreign economic activity should be aimed at: assessing the system of transport and logistics services for compliance with customer requirements, the structure of transport demand, based on market trends; determination of specialized transport and logistics needs, status and dynamics of demand for logistics services; study of the system of organizational and economic interaction of participants of specialized transport and logistics services of cargo transportation of enterprises. Perspective ways of improving domestic transport logistics in the field of foreign economic activity are identified, including: ensuring safe operation of transport; improving the mechanism of sanctions for violating safety rules in transport; improving energy efficiency of vehicles; optimization of multimodal logistics schemes operation; efficient use of logistics infrastructure through improved transportation management, warehousing and information systems.

Калюжна Ю.П. кандидат економічних наук, доцент кафедри маркетингу, Полтавська державна аграрна академія Боровик Т.В. кандидат економічних наук, доцент кафедри маркетингу, Полтавська державна аграрна академія Даниленко В.І. кандидат економічних наук, доцент кафедри маркетингу, Полтавська державна аграрна академія ЦІНОУТВОРЕННЯ ТА ЛОГІСТИЧНІ АСПЕКТИ В ОСНОВІ РЕКЛАМНОЇ ДІЯЛЬНОСТІ У статті виявлено взаємозв'язки між ціноутворенням, логістикою та рекламою. Виділено основні аспекти взаємодії елементів маркетингу, а саме ціни та логістики, в межах рекламної діяльності. Розглянуто методи, які використовуються під час встановлення цін на рекламні продукти та послуги. Проведено пошук нових резервів для посилення позиції на ринку, зокрема, використовуючи елементи маркетингу, логістики та цін. Ключові слова: реклама, ціноутворення, ціна, рекламна діяльність, логістика, маркетинг. В статье выявлены взаимосвязи между ценообразованием, логистикой и рекламой. Выделены основные аспекты взаимодействия элементов маркетинга, а именно цены и логистики, в рамках рекламной деятельности. Рассмотрены методы, которые используются при установлении цен на рекламные продукты и услуги. Проведен поиск новых резервов для усиления позиции на рынке, в частности, используя элементы маркетинга, логистики и цен. Ключевые слова: реклама, ценообразование, цена, рекламная деятельность, логистика, маркетинг. Kaliuzhna Yu.P., Borovyk T.V., Danylenko V.I. PRICING AND LOGISTICS ASPECTS BASED ON ADVERTISING ACTIVITY Marketing is an instrument of social orientation of the sphere of production and services. It connects the consumer with the manufacturer and must ensure the sale of products, goods, and services to meet the needs of people as much as possible. Expansion of the market of products and services in the modern conditions actualizes problems connected with the development and activity of the advertising sphere. Ensuring cost-effective operation of modern domestic enterprises in this sector needs improvement and expansion. Consequently, they should look for new reserves to strengthen their position in the market, in particular, through the elements of marketing, logistics, and prices. Prices for promotional products and services are based on media ratings, the number of contacts with the audience, the size of the promotional product. With the help of logistic elements, advertising agencies find new sales channels (exhibitions, fairs, etc.). Therefore, it is now relevant to study the main promising elements of marketing, namely advertising, prices, logistics, and their interconnections in order to obtain the highest profitability. The article reveals the relationships between pricing, logistics, and advertising. The main aspects of the interaction of marketing elements-prices, logistics within the framework of advertising activity-are highlighted. Methods used to set prices for promotional products and services are considered. An attempt is made to find new reserves to strengthen the position in the market, in particular, using elements of marketing, l...

The dynamics of export and import volumes of goods and services of Ukraine for the period 2011-2021 were analyzed. The structural features of Ukraine's foreign trade in 2022 were studied. Ukraine imported the most goods from such countries as China, Poland and Germany. The main imported goods were: machines, equipment and transport; fuel and energy products; products of the chemical industry. Most Ukrainian exports went to such countries as Poland, Romania and Turkey. The top three most exported product categories include: food products; metals and their products; machines, equipment and transport. Factors affecting the process of marketing pricing in the implementation of foreign economic activity are systematized. It was found that one of the main problems faced by enterprises as subjects of foreign trade in their activities with foreign counterparties is the lack of an effective system of stimulating foreign buyers as an element of the price strategy of foreign economic activity. Another problem is the gradual loss of effectiveness of the strategic tools used to form export prices during foreign economic operations. It is proposed to introduce a system of discounts to improve the efficiency of foreign economic activity. Thanks to an effectively developed system of discounts, it is possible to achieve additional benefits for the enterprise; advantages over competitors; image enhancement; stimulation of product sales, i.e. support of demand. It is noted that modern business entities do not have sufficiently effective practical and methodical approaches to the process of creating prices in the long term. It was found that the most popular method of pricing in the practice of domestic enterprises is the cost method. However, such an approach to the implementation of strategic marketing tasks and an incorrectly applied price mechanism quite often causes the company to lose its share of the competitive market. In order to overcome the mentioned problems, as well as to increase the efficiency of foreign exchange, domestic companies are suggested to use a combined method of pricing, which will make it possible to take into account most of the price-forming factors of the internal and external environment.