ADAPTATION OF MARKETING PRICING STRATEGIES TO THE FEATURES OF NATIONAL MARKETS
Abstract
The article is devoted to the study of theoretical foundations and practical approaches to the adaptation of marketing pricing strategies in international markets. The relevance of the study is due to the growing competition in international markets and the need to adapt marketing pricing strategies to the economic, cultural and legal characteristics of national markets. This topic is of particular relevance for Ukrainian companies entering foreign markets, because the inconsistency of pricing policy with local conditions can lead to loss of competitiveness, a decrease in sales volumes and risks of unsuccessful brand positioning. The purpose of the article is to study and systematize models for adapting marketing pricing strategies to the characteristics of national markets, as well as to develop practical recommendations for Ukrainian companies entering international markets. The work uses methods of analyzing scientific literature, systematizing adaptation models and generalizing the practical experience of international companies. It is substantiated that the effectiveness of pricing depends on the influence of a complex of external factors, including the economic situation, cultural features, legislative restrictions and the competitive environment. The main approaches to the formation of pricing strategies are considered, in particular the standardization model, the full adaptation model, the glocalization model, the purchasing power model, the competitive parity model. Examples of the application of price adaptation models by well-known international companies are given, which confirms their effectiveness in practice. It is determined that effective adaptation of pricing policy increases competitiveness and minimizes risks in the context of globalization. The practical value of the article lies in the formation of recommendations for enterprises regarding the need to conduct market research, use hedging strategies, cooperation with local experts, optimization of supply chains and product certification.
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