Mardus N. The price positioning products for technical industrial use in the marketing system

The object of study: the processes of formation and inform decisions at a price positioning and development strategy and pricing marketing. Objective: scientific substantiation of theoretical and methodological approaches and practical measures for product price positioning in the target markets for the purpose of pricing strategy and tactics in the marketing system. Methods and apparatus: methods of peer review, desk research, content analysis, economic-mathematical methods and statistical methods, simulation, production experiment, the dialectical method, the method of logic synthesis, comparative and systematic analysis, graphing. Theoretical and practical results: results is methodological developments, practical proposals for the formation of an effective pricing strategy of enterprises in the marketing positioning of goods in the target markets. Novelty: The methodical approach of gradual identification of a new product to the target market; improved theoretical aspects of economic substance and content terms of pricing; improved methodological approach to the distribution of market segments targeted by the improved ratio of "price-value"; improved guidelines for the formation of a complex of basic tactical marketing tools ("marketing mix") for the price positioning and implementation of relevant strategies to target market pricing. Degree of implementation: development and practical guidelines implemented in the activity: "Kharkov Tractor Plant. S.Ordzhonikidze", Association "Ukrtraktor", farm "Alpha", in the learning process NTU "Kharkоv Polytechnic Institute". Sector (industry) use: economics and business administration.