Development of a Comprehensive Marketing Pricing Strategy in the Minds of a Competitive Market

This article is dedicated to developing a comprehensive marketing pricing strategy in a competitive market. The research aims to analyze, generalize, and improve the existing theoretical and methodological framework of marketing pricing in a competitive market environment. The article discusses the main aspects of marketing pricing in a competitive market and a changing external environment. It comprehensively analyzes factors influencing pricing, such as demand, competition, costs, and the external environment. The research reveals that marketing pricing has become a critical element of business strategy to ensure competitive advantages and maximize profits in a rapidly changing market. The study substantiates that effective pricing requires adaptation to new technologies and innovations, particularly through dynamic pricing, which allows businesses to adjust prices in real time depending on changes in demand and market conditions. The article examines modern pricing strategies, including cost-based, demand-based, competition-based, value-based, dynamic, and penetration pricing, highlighting their advantages and disadvantages.