Вплив маркетингового середовища на формування цінової політики підприємств торгівлі

Abstract

Розглянуто поняття «маркетингове середовище». Розкрито зміст конкурентного середовища як складової маркетингового середовища. Визначено склад та структуру маркетингового середовища. Охарактеризовано ключові фактори впливу маркетингового середовища на формування цінової політики підприємств торгівлі.

In modern conditions of national economy transformation, market conditions are connected with a significant increase in the level of uncertainty that causes the expansion of commercial, including price risks. The company operating in the market is, on the one hand, affected by economic, demographic, political, legal, scientific, nature-factors and factors of cultural environment, on the other – its effectiveness largely depends on suppliers, intermediaries, consumer behavior, actions of competitors, contact audiences. All these factors and elements are the components of marketing environment of the company. Relying on the existing theoretical concepts presented in modern scientific literature, the concept of competitive environment and market environment is demarcated. The authors propose to consider marketing environment as a complex dynamic system of interrelated elements, conditions and factors, which determine the directions of marketing policy of the company regarding the establishment of relations and support successful cooperation with customers in target markets. As part of the marketing environment, competitive environment must be the subject of self-study and evaluation. Considering high dependence between the process of the formation of trading enterprises' price policies and dynamic changes, occurring in the marketing environment, factors that should be taken into account during the adoption of pricing decisions are described in the article. The research of marketing environment from a position of factors' influence on the formation of price policy should be conducted in two ways: macroenvironment, which includes global factors reflecting social and economic relations in the society; microenvironment. According to the results of the literature study it is established that the greatest impact on pricing policies of trading companies have such factors as costs and participants of goods movement. At the same time, the tendency of the increasing influence of such factors as the image of enterprises at the market, competition, level and the elasticity of demand is observed. An internal marketing environment, which is part of the macroenvironment should be explored in the context of the major functional areas of activity, which can be strong or weak sides of the enterprise activity: marketing; research and development; logistical support; personnel; production; management and finance. In terms of the marketing aspect of activity, internal environment factors are allocated. They determine the direction for the company’s price policy formation with a focus on needs and opportunities of consumers, customers demand – the mission and goals of the company; marketing purposes; elements of the marketing complex; the company image and so on. The concept of "marketing environment" is considered. The content of the competitive environment, as part of the marketing environment and the object of self-study and evaluation is disclosed. The composition and structure of marketing environment is defined. Key factors of marketing environment’s influence on the formation of trading enterprises’ price policy are described.