THE IMPACT OF MARKETING PRICING POLICY ON THE FINANCIAL RESULTS AND MARKET POSITIONS OF THE ENTERPRISE
Abstract
The article examines the impact of marketing pricing policy on the financial results of an enterprise and its market position. It is substantiated that an effective pricing policy is a strategic tool for ensuring competitiveness, profitability and stable business development. It determines sales volumes, profit structure, profitability level, and also affects the positioning of the enterprise in the market and the degree of consumer loyalty. The impact on the key results of the enterprise of such elements of marketing pricing policy as price differentiation, psychological pricing, dynamic pricing, personalized pricing, loyalty programs and marketing discount policy is considered. It is concluded that a successful combination of influence tools allows not only to increase profitability, but also to strengthen market positions due to consumer loyalty, stable demand and flexible response to changes in the competitive environment. It is noted that the role of marketing pricing policy depends on the type of market: it is the greatest under conditions of monopolistic competition, while in the markets of oligopoly, perfect competition and pure monopoly its influence gradually decreases. The need to ensure an optimal balance between the profitability of the enterprise and the attractiveness of prices for consumers is emphasized, since excessive price variability can lead to a loss of customer trust, deterioration of financial results, and a decrease in the competitiveness of the business. The likely risks of applying dynamic and personalized pricing are considered, in particular, such as reducing the level of customer trust, forming a negative perception of the brand, reducing the tendency to repeat purchases. Practical recommendations are proposed to increase the effectiveness of the marketing pricing policy of the enterprise, including: ensuring flexibility of pricing policy, strengthening analytical support for pricing decisions; developing personalized and behavioral pricing; improving the competitor monitoring system; integrating pricing policy into the overall brand strategy.
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