Marchenko S. Formation of an Adaptive Pricing in the Marketing at the Enterprises of Agricultural Engineering

The thesis is devoted to the scientific substantiation of the theoretical and methodological principles and practical proposals concerning formation of an adaptive marketing pricing at the enterprises of agricultural engineering. The theoretical basis for the formation of prices at agricultural engineering companies towards synthesis of theoretical approaches to marketing pricing have been considered. Theoretical and methodological background of the adaptive marketing pricing at the enterprises of agricultural engineering has been defined. Analysis of existing pricing models for the goods of agricultural machinery depending on the relationship between market participants has leen done. There has been made an analysis of the marketing pricing at the enterprises of agricultural engineering of Ukraine through the implementation of economic evaluation of the factors of formation and realization of the marketing pricing system at the enterprises of agricultural engineering and determination of the trends and patterns of pricing of agricultural machinery. The ways to improve the system of pricing in the marketing at the enterprises of agricultural engineering have been instantiated. The researcher has proposed a marketing approach to pricing based on the agricultural machinery consumers' perception of product value. An economic-mathematical modeling of marketing pricing at the enterprises of agricultural engineering. An adaptive mechanism of situational marketing pricing of agricultural machinery products based on market conditions has leen elaborated.