Marketing Pricing in the Business Strategy Planning System of Customer Relations of Small and Medium-Sized Enterprises

Abstract

The relevance of the study is because current market minds have problems with the process of setting prices through changes in market minds, the risks of war, increased competition, The increasing importance of the lasting value of goods and services, and the need to integrate new technologies into the decision-making process. Nowadays, businesses face high competition, which often pushes them into price wars. Of course, there are many pricing strategies and the fact that they are systematized means that the selection process is complicated and carefully kept in mind market intelligence and specifics of the activities of the enterprise and its advantages and disadvantages. The work goal is the systematization of the main pricing strategies (pricing based on competition, cost, dynamic, high - low prices, penetration, skimming, psychological, and geographical pricing) in the breakdown of factors and size of enterprise (small and medium). The research methodology is based on a comprehensive approach that favors systems analysis and the traditional method. The work results show pricing strategies, describing their essence, scope, and viability for small and medium-sized enterprises. The specifics of pricing models (freemium, package, premium, project, and yearly pricing), as well as the spheres of production and the size of enterprises (small and medium-sized business), are revealed. The choice of pricing strategy depends on factors such as the product and service demand, the level of competition and cooperation, costs, especially for those with high costs, and the peculiarities of the behavior of co-workers for that purpose. The strategy is compared with price factors (competition, demand, consumer behavior, costs, goals) and business size (small and medium-sized enterprises). The guidelines emphasize the importance of flexibility and innovation in current pricing approaches to ensure business development. Careful choice and consistent pricing strategy helps the business not only satisfy its customers, but also create a long-term competitive advantage, improving the company’s position in the market. The results of this work may be helpful to marketers and business leaders who are faced with setting prices.