Identification of Effort Points and Modification of Marketing Pricing Algorithm

Abstract

The article clearly states that pricing in marketing is a system of interrelated methods, concepts, tools, factors, etc., integrated into the market environment, which are united by the typical task of any economic system: maximizing efficiency while minimizing resource costs. A typical approach to price formation in marketing is described, an approach where the price formation process determines the setting of pricing goals as the first step, and the general sequence of price calculation stages is schematically presented. It is stipulated that in marketing activities, pricing is carried out taking into account three main factors: costs, demand and competitive environment, which are related to each other as follows: costs (appearing in the form of cost price) determine the lower limit of the price; demand (the amount of a good that consumers can buy at a given price) determines the upper limit of the price; awareness of the competitive environment allows for price positioning, the price scheme in marketing pricing is also presented. It has been demonstrated that there are objective market circumstances, in view of which the enterprise has no influence on the price situation, and therefore there is no point in spending resources (of various kinds) and efforts on the development of a price policy; and there are market circumstances when the role of price strategy is important and the enterprise must be active in matters of pricing. t is stipulated that one way or another, the pricing policy is focused on the consumer, and the consumer (a person, a group of consumers, a target audience) is the core, in relation to which marketing tools, methods and concepts are applied to satisfy this consumer, while the preferences and consumer goals of people are very different , a product that is practically worthless to one person can be extremely valuable to another, therefore, determining the value of a specific product for a consumer and strengthening the value of this product for him allows to reduce the sensitivity of consumers to the price, which in the process of price positioning allows to reduce the sensitivity of the consumer to prices and bring the price as close as possible to the upper limit of the price determined by demand. Based on the theoretical basis, information from open sources and own research, an algorithm for identifying points of effort in marketing pricing has been developed, which is quite simple and convenient in practical use and involves: 1. Determination of the type of competitive environment for the type of activity under study; 2. Determination of the need for activity of the subject of pricing; 3. Determining which "activity" is needed: price or non-price. It is emphasized that the application of this algorithm will allow efficient use of time and resources in the marketing activities of enterprises.