Abstract

The aim of the article. The purpose of the article is research and systematization of factors of marketing pricing, which affect on realization of products of industrial enterprises. Works of domestic and foreign scientists on this issue were analysed. Traditionally pricing factors are classified into two groups: internal (controlled) and external (uncontrolled). Such division of factors is the first stage of pricing system analysis. On the second stage of analysis each of these groups is divided by certain criterion. The results of the analysis. There are such basic internal factors of pricing: the current condition of the enterprise, production factors, pricing principles, image of enterprise and personnel, marketing strategy of enterprise, product policy, sale policy, communication policy, etc. We can distinguish such basic external factors of pricing: supply factors, government policy, competition factors, impact of participants goods of movement, influence of contact audiences, macroenvironment factors, etc. Some authors suggest selecting factors of direct and mediated influence among the external factors of pricing. We propose to divide them into factors which are partially controlled by enterprises and factors which are uncontrolled by enterprises. In our opinion, factors of direct influence include influence of participants of goods movement and influence of contact audiences. Factors of proposal and demand, market state of affairs are uncontrolled by enterprises. Generally price policy has determined character and it is affected by the influence of competitive factors which are called competitive environment. We suggest to examine factors of mediated influence and uncontrolled factors. Those factors can be divided into five groups – economic, socio-cultural, geographical, technological, political and legal aspects of environment. Conclusions and directions of further researches. We propose such reccomendations for price policy improvement at industrial enterprises: it is necessary to take into account both internal and external factors of price policy for minimize existing and possible risks which are related to pricing; it should be mention that changeable properties of pricing factors play the essential role (especially their heterogeneity and dynamic) in effective price strategy constructing; it is necessary to pay attention to veiled factors, such as: an insufficient level of connections in the sphere of products sale, etc; the company’s management should take into account all possible instruments of influence on the factors of pricing, especially on internal factors, because they depend mainly on the management of enterprise.

Keywords: price, pricing, pricing factors, price policy, industrial enterprises

Cite as: Bozhkova V. & Ryabchenko, I. (2013). Research of factors of marketing pricing at domestic industrial enterprises. Marketing and Management of Innovations, 2, 40-48. https://doi.org/10.21272/mmi.2013.2-03

This work is licensed under a Creative Commons Attribution 4.0 International License

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