The marketing mix is ​​understood as a set of controlled parameters, variables marketing activities organizations, by manipulating which it tries to best meet the needs of target markets. In other words, the marketing mix refers to "a set of controllable marketing variables".

The most reasonable is the concept of "4P", according to which the marketing mix consists of four elements (tools), each of which in English language begins with the letter "P": product (product), price (price), bringing the product to the consumer, to the place (place), promotion (promotion) of the product. This concept was first proposed by Jerome McCarthy in 1960. In accordance with this concept, organizations within the framework of marketing activities develop and implement product (commodity), price, marketing and communication policies, which are reflected in the four main sections of the marketing plan. An organization can vary the parameters of the marketing mix in order to most effectively influence the market, consumers and achieve its goals within the available capabilities and its understanding of the role of marketing. However, the structure of the marketing mix itself does not change, only the "stuffing" of its individual elements changes.

Price (price) is the main element of the marketing mix, as it affects all components of the 4P concept (see Fig. No. 2 in the Appendix). Here it is necessary to clarify one point: if the market is inelastic in price, then the change price factor will practically not change the amount of demand for a product or service (see Fig. No. 3 in the Appendix). Therefore, in a market with inelastic demand, price recedes into the background in the enterprise's marketing system.

Price is a flexible marketing tool as prices can be changed quickly and easily based on demand, cost or competition factors.

Due to the price elasticity of demand, price is one of the key
marketing tools. This happens for the following reasons:

1) Price changes have a strong impact on sales volume. Usually a relatively low price will attract additional customers, but an unusually high price can have the same effect in some cases.

2) Price change, unlike any other marketing components, has the fastest effect. Price is the only marketing tool that is easily subject to change. To change the other three elements of the 4P concept, a fairly large amount of time and costs are required. The price is easily edited under the changing conditions of competitors and consumers.

3) Potential consumers react faster to price changes than to proposed changes in goods or services. To see changes in the quality of a product, you need to buy or try it, while changes in price are visible immediately.

4) Changing the price to attract new customers is effective only in combination with promotional measures aimed at both resellers and potential customers. Price remains the main marketing tool only when interacting with other elements of the 4P concept.

All these reasons, when the price is correctly determined, most significantly increase the volume of sales of a product or service, which is the main result in the implementation of a marketing policy. This in turn determines the price as the main tool of the marketing mix.

At the first purchase, the consumer cannot evaluate the quality of the product, and ceteris paribus, he will be guided by the price. As a rule, cheaper goods are perceived by consumers as lower quality and vice versa. A high price gives a product or service a higher status of consumption due to the limited number of consumers. Therefore, the price acts as a separator in market segmentation.

A change in price will only have a positive effect on sales if it is set “correctly”. To do this, you need to analyze the prices of competitors, the capabilities of consumers, as well as many other factors. But in order to set the “correct” price, it is necessary to choose the pricing method that will reflect all costs, product features, market position, consumer desires, which in turn will determine the “correctness” of the price set for a product or service.

The price is the starting point for the choice of a product or service by the consumer. As a rule, the price is a more attractive factor than the minor features of the product. A change in price in the short term affects the amount of demand and, accordingly, the volume of sales, so if an enterprise or organization wants to see quick and qualitative changes, then the price is key tool in the marketing mix

Price complex marketing tools is the totality of all instruments associated with the price of a product. This includes pricing policy, ie. the actual price of the goods, the discount policy, the terms of delivery and payment. Thus, we can say that the price complex is the general terms of the transaction.

Let's consider in more detail.

1. Price policy determines what price is set for a particular product. Are used three pricing options- By costs(costs + rate of return), according to competitors, By consumers(what price they are willing to pay for the product). Pricing policy can be long or medium term and should be considered from a strategic point of view.

2. Discount- a decrease in the price for certain (related to the product) actions of the consumer. The discount policy involves

- building a discount system– what discounts will be used (functional, discounts for a certain volume, for “loyalty” to the product, etc. The types of discounts will be described in more detail in the “Pricing policy” topic)

- determining the size of the discount

- definition of discount intervals(for example, a 5% discount is provided when buying a batch of goods from 100 to 200 units, a 10% discount - from 201 to 300, etc.)

3. Delivery conditions include readiness for delivery, delivery time, terms of delivery of the goods, conditions for the replacement and return of goods, the cost of packaging, freight and insurance. Most of these parameters are spelled out in the contract or in general conditions transactions, rules, etc.

4. Conditions of payment regulate the method of payment (for example, payment in advance, in cash, upon receipt of the goods, in whole or in part), the security of payment, the means of payment (bank transfer, letter of credit, etc.), as well as the terms of payment and discounts when paying in cash.

5. With an increase in the terms of payment, another instrument of the price complex comes into play - credit policy, for the use of which it is necessary to determine the conditions (interest) and terms of lending. Credit policy is widely used, for example, retail chains selling household appliances.

Pricing It is one of the most important components of the marketing activity of any enterprise.

From how competently and thoughtfully pricing is built, and therefore how well thought out the pricing policy of the company, its commercial results depend.

The essence of pricing is to determine what prices need to be set for goods (services) in order to capture a part of the market, ensure the competitiveness of this product in terms of price indicators and determine the amount of profit.

For producers operating on the market (regardless of the form of ownership), the question of the price of a product (service) is of great importance. Price is closely related to many determinants of marketing. The company's profitability, financial stability and viability depend on it.

By pursuing a certain pricing policy, the company actively influences both the volume of sales and the amount of profit received. Usually, an organization does not aim to obtain momentary "profit" by selling a product (service) at the maximum price.

Prices are influenced by external factors(consumer sector, market environment, level of competition, suppliers and intermediaries, economic situation in the country (region), state regulation prices) and internal factors(company goals, marketing policy strategy, pricing policy).

The general goals of any commercial organization that affect pricing are: obtaining maximum profit, "capturing" the maximum part of the market, leadership in product quality.

The correct methodology for determining the price, the implementation of a reasonable pricing policy, the choice of a reasonable pricing strategy are important components of the successful operation of any enterprise in the market.

2. Types of pricing

Types of pricing.

1. Discriminatory Education is the sale of goods (services) at different prices, regardless of costs. The establishment of discriminatory prices is carried out depending on:

1) the consumer segment, i.e. different buyers are willing to pay different prices for the same product;

2) product variant, i.e. different versions of the product (service) are sold at different prices, regardless of costs;

3) the location of the goods, i.e., the prices for the goods in different places are set differently, even if the costs are the same;

4) time, i.e. the price depends on the season.

2. Psychological pricing- this is the determination of the price not only from the economic side, but also taking into account psychological factors.

As shown by many sociological research, many consumers perceive the price level of a product as a level of quality (the higher the price, the better the quality).

3.Incentive Pricing- this is a price reduction (even below cost) for some time in order to increase sales in the short term. Used to reduce inventory.

4. Geographic pricing is the establishment different levels prices depending on the distance from the manufacturer. This is mainly used to cover transportation costs.

3. The Importance of Pricing in Marketing

Pricing is a decisive marketing tool, and the price level is a kind of indicator of the functioning of competition. Price competition exists not only between producers, but also among traders. The manufacturer wants to control two prices: wholesale and retail, since its revenue largely depends on the first price, and the positioning of the product depends on the second. However, at the level of law (in many states), the right to form a retail price is assigned to organizations retail, which limits the ability of the manufacturer to guess what price the seller will charge based on his wholesale price and markup.

Thus, pricing has a direct impact on the production and marketing activities of the company, and therefore predetermines its commercial results.

4. Marketing concept of price

Price is the most important element of the marketing mix. Firms do not just set a price, but develop a specific pricing policy.

Historically, price has been the primary determinant of a buyer's choice. However, it should be noted that recently non-price factors have begun to significantly influence the choice of the buyer: the quality of the goods, advertising, service, etc.

Price- this is the ability of the product, expressed in monetary units.

Price- this is the ability to determine the competitiveness of a product, taking into account the amount of costs necessary for its acquisition and operation.

5. Pricing Methods

There are four main methods for determining the base (initial price).

1. Costly method. This is the simplest method in pricing. It lies in the fact that the price of a product is determined on the basis of all costs plus a certain fixed percentage of profit. Here, the goals of the entrepreneur, not the buyer, are taken into account.

2. Aggregate method. It lies in the fact that the price of a product is determined as the sum of the prices for the individual components of the product, as well as the price of the aggregate (general) block and the allowance (discount) for the presence or absence of individual components.

3. Parametric method. It lies in the fact that the price of a product is determined taking into account its quality.

4. Pricing based on current prices. The essence of this method is that the price of a product is determined on the basis of prices for similar products, and this price can vary - be more or less.

The manufacturer's problem is to determine the "right" price, but also to ensure that this price "generates revenue." And since the market affects the entrepreneur, the latter must constantly monitor the price level for his product and adjust it. various methods. There are the following main methods:

1) setting flexible and long-term prices: setting a flexible price depending on time and place;

2) pricing by market segments: here prices vary depending on which market segment the product is in;

3) depending on the psychological factor;

4) the method of stepwise differentiation: here such intervals (or steps) are distinguished between the price level in which consumer demand does not change;

5) redistribution of assortment costs;

6) redistribution of nomenclature costs: here, an initially low price is set for the main product, and for related products high;

7) franking method: transport costs are taken into account here;

8) discount method: this method used for sales promotion purposes.

6. Price determination

In the market, setting the right price for a product is a very complicated procedure, since the price level is influenced by many factors, such as: production costs, competitor prices, prices of imported analogues, demand level, transportation costs, various duties and fees, advertising and various elements of promotional sales, etc.

To determine the optimal price level, a wide-ranging analysis of the above factors is required.

The price of consumption or the cost of acquiring a product is made up of many components. The composition and structure of these costs are determined taking into account the functions of the product, the presence additional services(service), their cost, remoteness and other factors.

The price also depends on the duration of the product's life cycle at the consumer (service life, shelf life, etc.).

As market research shows, consumers of different social groups rank the price and quality of goods differently. And this means that when solving the problem of determining the level of competitiveness of a product (service), it is necessary to take into account different typical consumer groups and different market segments.

Solving the above questions, marketers determine the most optimal price for the product.

Depending on the chain of sale, some types of prices are distinguished.

1. Wholesale are the prices at which the goods are sold to the wholesale buyer. This price includes the cost of production and the profit of the company.

2. Wholesale trade prices are the prices at which a product is sold from a wholesaler to a retailer. This price is equal to the cost of goods + profit + supply and sales cape.

3. Retail price is the price from retailer to the end buyer. And this price is equal to the wholesale trade price + trade margin.

7. The role of price in the market

Price is the most controlled element of a firm's marketing.

The role of the price lies in its main functions:

1. Accounting: shows how much labor and materials are spent on the manufacture of goods (services).

2. Distributive: consists in the distribution and redistribution of GDP.

3. Stimulating: it consists in stimulating an increase in the level of product quality, the introduction of scientific and technological progress into production, and the development of a service.

4. Social: determining the level of welfare of society.

8. The process of setting the price of a new product

The pricing process is relatively complex and consists of the following steps:

1. Defining the goals of the company and the objectives of the pricing policy.

2. Identification of all factors that may influence the pricing process.

3. Analysis of the level of sales for a certain period.

4. Determining the level of demand for the future.

5. Estimation of all costs of the firm.

6. Research and analysis of prices of competing products.

7. Determination of the pricing method.

8. Development of a pricing strategy.

9. Setting the final price.

10. Identification of the reaction of end consumers and intermediary firms to the set price.

Also, marketers should consider psychological factor:

1) many consumers perceive the price as an indicator of the quality of the goods;

2) setting the price taking into account the prestige (typical for expensive goods);

3) the strategy of unrounded amounts (for example, 100 rubles is perceived to be much more than 99 rubles).

9. Pricing regulation

Pricing is influenced by various factors of external influence: state policy, type of market, number of participants in the distribution channel, competitors, buyers.

The state exerts influence by fixing the price, its regulation by establishing the "rules of the game" at free market prices.

Methods of state influence.

1. Entering state list prices.

2. "Freezing" prices for a certain time.

3. Fixing the prices of monopoly companies.

4. Establishment of marginal allowances for fixed prices.

5. Establishment limit level prices for specific products.

6. Establishing a specific level of one-time price increases for certain goods.

In the system of free market prices, the state can:

1) introduce a ban on horizontal and vertical price fixing;

Prices are also determined by the type of market: pure competition, monopolistic competition, oligopoly and monopoly. For example, under pure competition, the seller cannot charge a price higher than the market price, since buyers are free in their choice and can purchase desired product from another seller at a reasonable price for them.

Prices also depend on the number of participants in the distribution channel and can be: wholesale, purchasing and retail. It is noticed that the larger the number of participants, the higher the prices.

The price is also affected by the demand for goods, its nature, magnitude and degree of elasticity. There is an unwritten law in the market: demand and price are inversely proportional to each other, i.e. the lower the price, the higher the demand, and vice versa.

When determining the final price, it is necessary to take into account the influence of competitors' prices, as well as their number. This information is needed by the company to resolve the issue of positioning its product on the market.

10. Indicators of the financial position of the company

Indicators financial position firms:

1. Profitability: profitability, return on assets, capital return, owner's quota, return on capital.

2. Liquidity: absolute, relative and current liquidity ratios, turnover ratio accounts receivable and inventory turnover.

3. Financial stability: the degree of self-financing, debt, property, coverage of investments, and cash flow.

11. Consumer reaction to price changes

There is a relationship between price and consumer purchases and perceptions.

Law of demand:consumer usually buys more items low price than high price.

Price elasticity is the percentage change in quantity demanded for each percentage change in price, i.e. the largest changes in price result in fairly large changes in the quantity demanded. As a result, total income decreases.

Inelastic demand- Changes in prices have little effect on the level of demand.

unitary demand- Changes in prices are offset by changes in quantity demanded.

This or that demand is based on the following criteria: the availability of replacements and the importance of consumption.

There are four types of categories of consumers depending on the orientation of their purchases.

1. Economical: consumer choice depends on the value of the purchase, its quality, assortment and price level.

2. Personalized: focus on prestige trademark, prices are almost equal

3. Ethical: peculiar patriots of small firms.

4. Apathetic: they don’t care about prices, the main thing is the convenience of purchase

The price is the only element of the marketing mix that provides the company with real income. In the market, price is not an independent variable. The price level depends on the implementation of other elements of the marketing mix, as well as on the level of competition and the state of consumer demand.

The main goal of pricing policy in marketing- maximize profit for a given volume of sales per unit of time. When developing a pricing policy, each enterprise independently determines for itself the tasks to be solved, which can be diametrically opposed, for example:

• revenue maximization when revenue is more important than profit. For example, for seasonal goods or goods with a limited shelf life;
• price maximization, when the image of the product is more important than sales volumes. For example, to artificially limit demand due to the inability to satisfy it (demarketing);
• maximizing sales volumes when market retention is more important than profit. For example, to hold or conquer the market;
• increasing competitiveness when sales volume is determined by price. For example, when selling goods with high elasticity of demand;
• ensuring a given profitability, when maintaining profitability comes first. For example, in the production and sale of consumer goods.

Thus, the main feature of pricing policy in marketing is its focus on making a profit. It is always a double-edged sword. Profit can be generated by either overpricing to increase profits (which is fraught with loss of customers), or underpricing to attract customers (which is fraught with loss of profitability). The task of marketing is to choose best option pricing.

1. Price categories and types of prices

Usually there are three price categories on the market: high, medium and low. They determine the features of the pricing policy and the pricing strategies used in the market for product positioning.

• The highest price category implies a high price and a relatively high profit per unit of output. At the same time, it is also a big cost for promoting a product and positioning it as the best on the market. And maintaining quality at a competitive level requires significant costs. Example: Selling Coca-Cola soda with nationwide advertising, giving away refrigerators to retailers, etc.
• Average price category implies an average price, an average quality of goods and an average level of profit. Sellers of goods in this category do not claim to be price leaders in the market and focus on mass buyers. Example: carbonated water of any major domestic manufacturer.
• Lowest price category implies low price, low quality and lack of funds to promote the product. The price itself in the lower price category acts as an incentive for buyers to make a purchase. Example: sparkling water, semi-underground produced by private entrepreneurs in Russia from German concentrate and tap water.

The specificity is that the interests of trade coincide with the interests of the manufacturer in the highest price category, are independent of them in the middle category, and directly contradict them in the lowest one. The same bottle of cheap carbonated water takes up as much space in the window as a bottle of Coca-Cola, and gives several times less profit.

• the base price is the price that the seller focuses on. It consists of total costs and the minimum allowable profit. Below this price, the seller will not sell his product. Otherwise, it will lose competitiveness in the market;
• fair price- this is the price at which the buyer is guided; it's a stereotype in his mind. A fair price, despite its subjectivity, has a decisive influence on the behavior of buyers. Above this price, they will pay only if there are unique characteristics that distinguish the product from analogues available on the market.

The main function of pricing policy is to ensure the maximum difference between the fair price in the minds of consumers and the basic price of the seller. The greater the difference, the more total profit either from lowering the price and increasing the volume of sales, or from increasing the price and profit per unit of output. This is a difficult task, as any pricing decision must be planned and prepared.

In marketing, the cost determines only the lower limit of the price of the goods, below which the seller is not ready to sell his goods. The upper limit of the price of a product is determined by the willingness of buyers to pay a higher price for it.

The goal of marketing is not simply to sell a product for as high a price as possible. It is much more important to justify the inflated price and position the product in the market in such a way that consumers take this price for granted. What matters in the market is not the price that the seller wants to receive for his product, but the price that the buyer is willing to pay for this product. Therefore, the pricing policy is the most effective tool competition. It is much easier to change the price than to change the technology of production of goods, develop new distribution channels or change consumer perceptions.

Price competition implies two main directions of competitive behavior in the market.

• Overpricing to position the product as an elite and high-quality product. The buyer, not having deep knowledge about the product, often focuses on the price as the most affordable indicator of quality.
• Underpricing to prevent new competitors from entering the market and ousting old ones from it. In marketing, this is called "setting a high entry barrier to the market" and "dumping".

2. The structure of the pricing policy

Pricing policy in marketing, like product policy, consists of two interrelated components - pricing policy and price management policy.

Pricing policy is to establish a marginal price for the product, as well as its positioning within the chosen price category (price level). Pricing is carried out taking into account the range and quality of goods, their usefulness, significance, consumer demand, competitors' activities, as well as prices for analogues and substitutes. The concepts of utility and value come from general economic theory. They reflect the ratio of objective and subjective in the perception of goods by consumers. For example, milk is healthier, but how many beer lovers we have...

Pricing policies are most relevant for promoting new or updated products (i.e. perceived as new by consumers), as well as for promoting old products in new markets. After the product is launched on the market and its position in the perception of consumers, the value of pricing policy decreases sharply. Price management policy comes first here.

Price Management Policy is to keep actual prices and regulate conditional prices based on the characteristics of consumer demand and competition in the market. Conditional prices are understood as prices (fair, marginal), which the consumer is guided by when making a purchase decision. Regulation refers to the management of notional prices in order to maximize profits from the difference between them and base prices.

Strategic price management is carried out in two main areas:

1. through price increase in the case when the product has no analogues and a small sales market, up to the amount beyond which buyers begin to refuse to buy:
2. through price cuts when the product has a large sales market and competitors' prices are higher, to the point where the total profit from price promotion does not cease to cover the losses from price reduction.

These are two extremes, the simplest behaviors, like plus and minus on the chart. Between them there can be a huge number of options, depending on the specifics of the market situation and the specifics of the enterprise, as well as other factors.

Tactically, price management is carried out through discounts and price discrimination of buyers.

3. Discounts and price discrimination

Discounts are the simplest, fastest and most effective marketing tool. Their only weak point is that discounts cannot be applied indefinitely, as consumers quickly get used to them and begin to take them for granted. The main criterion for the effectiveness of discounts is an increase in sales volumes.

General rule here it is: first comes the "cloak", and then the discount. In any case, the seller is guided in his activities by the real base price, and the buyer - by the subjective "fair price". The applied discounts can vary significantly, but the essence of the phenomenon does not change from this.

For example, seasonal discounts do mean selling below cost at the end of the season. However, these costs are offset by increased markups at the beginning of the season. It is unreasonable to expect the seller to trade at a loss. Otherwise, consumers may perceive a price reduction as a sign of the non-competitiveness of the goods, and a price increase as an unreasonable desire of the seller for excess profits.

Price discrimination involves the sale of the same product different categories consumers at different prices at the same time and in the same place. For example, retail chains, targeting middle-income consumers, often introduce discount cards for retirees to cover this market segment at the same time.

Chain management activities can vary significantly. They may include different price categories, price regulation, various discount systems, etc. It is not necessary to use all marketing tools at the same time. Often a small number of them are enough to purchase on the market. competitive advantage.

For example, small shop reduces the retail price of one of the mass-market items in its assortment to the level of the purchase price in the hope that customers will buy other items along the way at the "regular" price. If the marketing result is achieved, then the cumulative increase in sales will make it possible to agree with the supplier on additional discount on this product and maintain a competitive advantage.

4. Price elasticity of demand

Depending on market conditions, notional prices (on price tags) may be increased to increase profit per unit of goods sold or reduced to increase profit from sales growth. This depends on many reasons, among which the most important is the elasticity of demand for a product.

Demand is considered elastic when consumers cannot find significant differences between competing products with a large number of sales and a relatively low price per unit of goods (for example, bread). Demand is said to be inelastic when a product has no competing counterparts and consumer demand exceeds supply (for example, the iPad tablet).

Price elasticity of demand is expressed through coefficient of elasticity of demand Ets.

Etz = (Percentage change in quantity sold) / (Percentage change in price)

This coefficient will always be negative, and its value will be determined by the results of the deviation of the obtained value from unity (the result of division). The negativity of the final indicator does not matter, so the result is calculated modulo (that is, without taking into account the sign). This is a universal method that allows you to quickly determine the specifics market demand and make a decision in favor of increasing or decreasing the price.

Option 1. If the value of the coefficient Ec\u003e 1, then the company sells goods, the demand for which is elastic in price. For example, a 10% increase in the retail price of a product resulted in a 15% decrease in sales, or conversely, a 10% price decrease resulted in a 15% increase in sales. It means that:

• goods are bought by stable categories of consumers who immediately respond to price changes;
• purchase costs occupy a significant part of their budget;
• the product has analogues offered by competitors.

Conclusion: in these conditions, an increase in revenue is possible only by reducing the price or such a modernization of the product, which will cause a decrease in the elasticity of demand.

Option 2. If the value of the coefficient EC< 1, то предприятие реализует товар, спрос на который неэластичен. Например, увеличение цены на 20 % привело к снижению продаж лишь на 10% или, наоборот, снижение цены на 20% привело к увеличению продаж только на 10%. Это означает, что:

• the number of competitors selling this product is small;
• consumers are insensitive to price changes;
• ceteris paribus (if we are not talking about a monopolist), the lower the elasticity of demand, the smaller the share of the cost of goods in the budget of the consumer.

Conclusion: in these conditions, an increase in revenue can occur only as a result of an increase in the price of goods.

Option 3. If the value of the coefficient Ec = 1, then the change in the price of the goods does not affect the amount of sales proceeds received. For example, a 20% price increase led to a 20% decrease in sales, or, conversely, a 20% price decrease led to a similar increase in sales. This never happens. There will still be minimal deviations from 1.

This is not the question. If, as a result of the experiment with the price, the deviation from 1 is large enough, then something urgently needs to be done with the prices. If the deviation is small, then the pricing policy corresponds to the characteristics of demand in the market.

Mikhail Leonidovich Kaluzhsky- Candidate of Economic Sciences, Associate Professor of the Department of Economics, Management and Marketing of the VZFEI (branch in Omsk), expert of the distance education center "Elitarium"

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Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-2.jpg" alt="> Questions: 1. Pricing policy as part of the marketing mix. 2."> Вопросы: 1. Ценовая политика как составляющая комплекса маркетинга. 2. Связь ценовой политики с другими элементами маркетинговой деятельности. 3. Цели ценообразования с точки зрения маркетинга предприятия. 4. Ценовая политика на основе сокращения затрат. 5. Определение цены с целью максимизации прибыли. 6. Цена и жизненный цикл товара. 7. Принципы, применяемые при разработке ценовой политики.!}

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Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-4.jpg" alt=">As part of the marketing mix, pricing policy is developed taking into account: Ø company goals ;"> Как составляющая комплекса маркетинга ценовая политика разрабатывается с учетом: Ø целей компании; Ø внешних и !} internal factors that affect pricing; Ø the nature of demand (in particular, the degree of price elasticity); Ø the costs of production, distribution and sale Ø the perceived and real value of the goods; The development of pricing policy includes: Ø setting the initial price for the product; Ø timely adjustment of prices in order to bring them in line with changing market conditions, the capabilities of the company, its strategic goals and objectives, the actions of competitors.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-5.jpg" alt="> consumer value"> From the point of view of marketing, the price of a product is an assessment of its use value from the standpoint of the one who produces or exchanges the product. This definition reflects three essential circumstances: 1) The price is consistent with the use value of the product; 2) The price is consistent with the ideas and estimates, who produces or exchanges (sells) the goods, and not with the estimates of the consumer; 3) Prices depend on the proximity to the final consumer of those who offer the goods

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-6.jpg" alt=">"> 2. Связь ценовой политики с другими элементами маркетинговой деятельности Ценовая политика и стратегия, будучи самостоятельными сферами деятельности предприятия одновременно тесно связаны с другими элементами и направлениями маркетинговой деятельности: Ø - Цели ценовой политики вытекают из целей маркетинговой деятельности предприятия и служат одним из инструментов, обеспечивающих их достижение; Ø - Ценовая политика тесно связана с !} marketing research(based on the results of research, goals, strategies, tasks, principles, methods of setting prices are determined); Ø - Pricing is related to market segmentation;

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-7.jpg" alt=">Ø - Pricing is a means of implementing a marketing program that provides flexible"> Ø - Ценообразование является средством реализации программы маркетинговой деятельности, что обеспечивает гибкое реагирование на изменение рыночной конъюнктуры; Ø - Ценовая политика и стратегия связаны с !} commodity policy enterprises, because the level of prices for goods that differentiate, and the dynamics of prices depends on the type of goods, the degree of differentiation of products in terms of novelty.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-8.jpg" alt="> 3. Enterprise Marketing Pricing Objectives Targeted"> 3. Цели ценообразования с точки зрения маркетинга предприятия Целенаправленная ценовая политика в маркетинге заключается в необходимости устанавливать на свои товары такие цены и так изменять их в зависимости от ситуации на рынке, чтобы завладеть определенной долей рынка, получить намеченный объем прибыли и т. п.!}

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-9.jpg" alt=">There are three main pricing objectives that an enterprise can choose from:"> Различают три основные цели ценообразования, из которых может выбирать предприятие: 1. Ориентированные на сбыт - предприятие заинтересовано в росте реализации или максимизации доли на рынке, для увеличения объема реализации используется ценовая стратегия проникновения, связана с низкой ценой, которая предназначена для захвата массового рынка;!}

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-10.jpg" alt=">2. Profit-oriented - the enterprise is interested in maximizing profit, obtaining satisfactory"> 2. Ориентированные на прибыль - предприятие заинтересовано в максимизации прибыли, получении удовлетворительного дохода от оптимизации инвестиций или обеспечении быстрого поступления наличных; используются престижные (высокие) цены, которые предназначены для привлечения рыночного сегмента, больше обеспокоен качеством товара, его уникальностью или статусом, чем ценой;!}

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-11.jpg" alt=">"> 3. Ориентированные на существующее положение - предприятие стремится избежать неблагоприятных правительственных решений в сфере ценообразования, минимизировать результат действий конкурентов, поддерживать !} a good relationship with distribution channel participants, reduce supplier requests or stabilize prices; the pricing strategy is designed to avoid a downturn in sales and minimize the impact of market factors.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-12.jpg" alt=">"> 4. Ценовая политика на основе сокращения затрат Метод переменных затрат позволяет определить калькулирование цен. По этому методу цена будет определяться: Цс. з=Зпер. ед+Ппер Зпер. ед – сумма переменых затрат при производстве единицы продукции Ппер – покрытие переменных затрат Пер=Зпост. ед. +Пед Зпост. ед. –сумма постоянных затрат при производстве единицы продукции П ед – прибыль на единицу продукции Таким образом, окупаемость рассматривается при заданном уровне цен т. е !} variable costs always pay off because they are reimbursed by the buyer after the sale of the goods, and fixed costs pay off only after the implementation of a certain batch of purchases or sales volume.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-13.jpg" alt="> Breakeven point is calculated Zcons.total - the sum of the constants"> Точка безубыточного товара рассчитывается Опост. з=Зпост. общ/Ппер Зпост. общ – сумма постоянных затрат по предприятию Таким образом, эта окупаемость показывает, какой объём продукции нужно продать по рыночной цене чтобы возместить все постоянные затраты предприятия (прибыль=0). А для того, чтобы определить каким должен быть объём продажи нужно рассчитывать по формуле: Vпр=(Зобщ. пост+Пусл. общ)/Ппер Пусл. общ – сумма целевой прибыли Таким образом, применение данного метода позволяет определить наиболее выгодные для предприятия виды продукции. А это в свою очередь позволяет заменять !} certain types products by others and at the same time conditionally fixed costs do not change. Thus, this method makes it possible to find the best option for loading production from the point of view of making a profit.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-14.jpg" alt=">"> 5. Определение цены с целью максимизации прибыли Большинство фирм хотят установить такую цену на свою продукцию, которая обеспечила бы им максимальную прибыль. Для того чтобы достигнуть данной цели, нужно определить величину предварительного спроса и предварительных издержек по каждой отдельной цене (т. е. ценовой альтернативе). Далее необходимо выбрать из этих альтернатив ту, которая в краткосрочном периоде принесет фирме максимум прибыли; Правило максимизации прибыли: в краткосрочном периоде фирма будет максимизировать прибыль, выпуская такой объем продукции, при котором предельный доход равен предельным издержкам (MR=MC)!}

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-15.jpg" alt="> Types of pricing strategies: high price strategy low price strategy"> Виды ценовых стратегий: стратегия высоких цен стратегия низких цен стратегия льготных цен стратегия цен, ориентированных на уровень конкуренции стратегия шкалы цен стратегия цен, учитывающих географический фактор ценовые линии смешанные стратегии Максимизация прибыли как цель ценовой политики может быть реализована при разных условиях хозяйствования и рыночной конъюнктуры: увеличение цены в связи с ростом капиталовложений, установление !} stable income on the basis of the average rate of profit, which has a stable position in the market, as well as a firm that is not sure of its future and uses the conjuncture that is favorable for itself.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-16.jpg" alt=">6. Price and product life cycle Life cycle(Life cycle analysis - LCA) "> 6. Price and product life cycle Life cycle analysis (LCA) is component product concept. It describes the life of a product on the market from the moment the product is developed to the moment it is taken out of production and finally disappears from the market. The following stages of LCA are distinguished. 1. The stage of development and entry of goods into the market. At this stage, there are significant research, development and production costs. There are practically no competitors. The price level indicates the quality of the product. Pricing must be carried out in such a way that prices compensate for the initial costs of developing and manufacturing a product. Under these conditions, the buyer is poorly informed about the product.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-17.jpg" alt="> 2. The "growth" stage. The appearance of a new product on the market leads To"> 2. Стадия «роста» . Появление нового товара на рынке приводит к появлению новых конкурентов. В результате для потребителей создается большая свобода выбора. Можно устанавливать !} high prices even higher than in the previous stage. It is important that the price level matches the quality level of the product. At this stage, the following pricing strategies are justified: 1) "cream skimming", or rewards, when the price is set above the price of competitors, emphasizing the exceptional quality of the product. In this case, the focus is on a less price-sensitive group of consumers. Manufacturers work with individual market segments; 2) setting the parity price. There is overt or covert collusion with competitors, or there is a focus on the leader in setting prices. Firms are guided by the most massive buyer, i.e. the company works with the entire market.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-18.jpg" alt="> Product maturity stage. Market saturation occurs at this stage .Competition"> Стадия «зрелости» продукта. На данной стадии на рынке происходит насыщение. Конкуренция среди производителей данных товаров существенно ослабевает, поскольку некоторые из производителей уже замечают спад спроса. Кроме того, стремление завысить цены сопряжено с трудностями. Данная стратегия неоправданна. Производители с !} high costs can't stand the competition. Some manufacturers are moving to create new products and are faced with the need to realize spare capacity. It is important for manufacturers that remain on the market to maintain their market share. This will allow them to compete on price. The task of lengthening the stage of "maturity" becomes topical. At this stage, a certain common "market" price appears, to which producers gravitate to a greater or lesser extent.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-19.jpg" alt="> Falling stage. At this stage, commodity prices are minimal, but even"> Стадия падения. На данной стадии цены на товары минимальны, но даже в этих условиях потребительский спрос снижается. В результате снижения спроса на товар !} production capacity manufacturers are underloaded. This leads the manufacturer in the absence of prospects for increasing the sale of this product to the need to remove it from production. The firm must constantly monitor market conditions. Pricing at each stage of the product must be reasonable, consistent. It is important that the pricing strategy is consistent with the overall economic strategy firms.

Src="https://present5.com/presentation/3/17735847_151613720.pdf-img/17735847_151613720.pdf-20.jpg" alt=">7. Principles applied in pricing policy development ü attention should be paid primarily on"> 7. Принципы, применяемые при разработке ценовой политики ü внимание следует обратить прежде всего на те рынки и сегменты, которые являются стратегически важными для предприятия; ценовую политику нужно сориентировать на достижение главной !} economic purpose enterprises - making a profit; ü any price cannot be unchanged, because it is optimal only for certain conditions and a certain period of time, when conditions change, the price must change; ü the optimal price is the one that provides consumer confidence in the profitability of buying a product; Everything above zero price is profitable.

Pricing policy in marketing is a fairly strong argument in the holistic concept of the development of any enterprise that is engaged in trade in one way or another. Prices are everything! They determine the company's place in the market, its niche among competitors. Unreasonably low prices lead to the unprofitability of a trade organization. The reverse process - unreasonably high prices - lead to a drop in sales. This means that the enterprise will also become unprofitable. Prices become a decisive factor in:

• ensuring profit;
• create demand for products (goods);
• determine the performance of a particular structure or division of the company;
• competitiveness of the enterprise itself;
• implementation of the commercial goals of the organization;
• determining the profitability of the organization.

In the pricing policy of the enterprise, marketing should initially provide for the concept of the interests and needs of the buyer, the consumer factor. Without taking into account this indicator, there will be no successful work and promising development. For marketing, the pricing policy necessarily changes depending on the goals. For example, if commercial enterprise is looking for new markets, strives to expand the consumer audience, then in the pricing policy in marketing, its management should include the idea of ​​​​a special reduction in sales revenue in order to attract a new consumer at a low price.

The marketing pricing policy is based on markup.

Marketers also take into account the size of the difference between the price of a product and its cost. This is quite an important factor. No less important is the stage of development of the enterprise, its stage of existence:

Extension;
modernization;
recent discovery;
restructuring;
optimization;
downsizing;
closing;
bankruptcy.

Pricing in accordance with the pricing policy of marketing of any trade enterprise should be guided by this. Pricing policy can change dramatically depending on the above indicators. In marketing, pricing policy also considers the following components of price analysis:

1. Determination of price norms and benchmarks.
2. Accounting for the nature of consumer preferences.
3. Competent and adequate price differentiation.
4. Price change factors.
5. Relationship with other marketing factors.
6. Demand flexibility.
7. Its relation to supply.
8. Product quality.
9. Possible discounts.
10. Promotional offers.
11. The degree of implementation of the company's development concept.

Moreover, quality is the basis for pricing. For an objective price, an examination of products should be carried out (quality level, grade, brand, packaging, manufacturer, shelf life).

Marketing pricing policy is divided into pricing and price management

If we consider the pricing policy of an enterprise in marketing, then the price here is key element at the present stage of marketing development. In fact, all trading firms are ranked by pricing policy. And these statements give a real idea of ​​the economic situation in the market. Only the price gives a guaranteed income when all necessary conditions. Marketing specialists share the concept of pricing and price management as decisive in the pricing policy of an organization. Speaking of the first, it must be taken into account that the quality, demand and opportunities of buyers form the price. And when the price is already set, it is much more difficult to correct and maintain it. After all, the trading market is quite changeable and flexible. That is why the price management strategy is constant monitoring and marketing of that very market. Margin is associated with these concepts (as the difference between two prices - wholesale and retail). All participants in the sale and purchase must have their own interest in this matter. If the "gap" (margin) is small enough, then the interest in selling this product disappears. Although the demand for a low price may rise, and vice versa. So the search for the ideal option ("balance point") is very important.