FEATURES OF PRICING IN MODERN CONDITIONS

Methodological approaches to the influence of the state on pricing processes under current market conditions are generalized and theoretically substantiated. The main features of the pricing policy of the state are considered, as well as the methods and factors influencing the formation of prices (external and internal). Strategic goals have been defined that give an opportunity to form an environment for the development and implementation of a pricing strategy, and the main areas of its influence have been identified. The analysis of the methodology for setting prices for the respective groups of goods was carried out. The main stages of price formation are substantiated, which are interrelated and interdependent, require compulsory implementation and are classified into two main groups: expenditure and marketing. Therefore, the relevance lies in the formation of stages and methods of pricing processes in market conditions, as well as the introduction of a price strategy to create the appropriate conditions for the effective development of the country's economy. The obtained research results can be used in the process of forming and improving the price policy of the state in market conditions for providing social protection and consumer support, creating stable conditions for competition due to curbing inflation, stimulating the profitability of national producers, and maintaining prices.