SPECIFICS OF PRICING IN THE CONDITIONS OF STRICT COMPETITION

The article reveals the role, significance and problems of formation marketing pricing policy of the enterprise and its main features. The specifics of pricing are analyzed for long-term and short-term activity of the enterprise, in a constantly evolving market. The difference between the long-term and short-term strategy of the enterprise and the consequences of this or that choice. Factors influencing the formation of modern pricing behavior have been identified. Analyzed the impact of prices in the face of fierce competition on the subsequent activities of the enterprise. The systemati‑ zation of the main approaches to the analysis of determination of the prices for products of competitors is improved.