Suslova T. Marketing Pricing Policy of Travel Agencies

The dissertation addresses an important scientific and practical problem - substantiation of theoretical positions, development of scientific and methodical approaches and practical recommendations for pricing policy formation of marketing travel enterprises. Positioning scientific and methodological provision to create an effective marketing pricing policy of travel enterprises based on a system approach to implementation of marketing pricing strategies and tactics that agreed with a set of strategies at all levels. Theoretical position has been developed to determine the functions of prices through qualification of micro-level functions: identification, expansion, position, detaining and selection; The definition of important concepts such as: price of marketing pricing policy, strategy and tactics that are considered in their close connection are clarified. The technology of marketing pricing, based on the conceptual principles of marketing cooperation and STP-marketing; and also methodological tools of modeling the price of tourist products has been improved, which provides the use of author maps of the distribution of customers winning components and to determine and consider the most influential price effects. The models of price calculation has been designed to include the key values, price sensitivity thresholds, types and strength of pricing effects for each selected sub-segment which will increase the perceived value of travel products and expanding the circle of regular customers.