MARKETING AND LOGISTICS ASPECTS OF EXPORT PRICE FORMATION
DOI:
https://doi.org/10.32782/ecovis/2024-3-4-4Keywords:
export price, export pricing, marketing processes, logistics factors, international logistics processes, pricing strategy, competitivenessAbstract
The article is devoted to substantiating theoretical and methodological provisions and applied principles of export price formation, considering marketing and logistics aspects. The relevance of the research topic stems from the fact that setting an export price without accounting for logistics factors and costs may lead to a loss of profitability, while ignoring marketing factors reduces the ability to adapt to international market requirements. In this regard, the article aims to analyze, systematize, and improve approaches to export price formation and to substantiate the role of marketing and logistics factors in this process. To achieve the stated objective, the study determines that pricing in international trade is a complex process that integrates various components of managing a company’s foreign economic activity. The export price is considered an instrument for implementing a business entity's overall foreign economic strategy, taking into account the characteristics of target markets, the level of competition, demand elasticity, cost structure, delivery terms, currency risks, and customs and tariff regulations. The strategies for setting export prices are examined, including market penetration, price skimming, cost-based, competition-oriented, differentiated, and value-based, as well as adaptive. The conditions for their appropriate application are identified based on the product life cycle stage, level of competition, cost structure, logistics parameters, and external risks. It has been revealed that the effectiveness of export pricing is largely determined by a company’s ability to minimize logistics costs, optimize transportation routes, manage inventory, and use modern digital market-monitoring tools. The study of existing marketing and logistics instruments has led to the conclusion that integrated sales and operations planning, strategic control, and a balanced scorecard system ensure greater predictability of financial results and enhance the enterprise’s competitiveness in international markets. At the same time, synchronizing marketing policy, brand management, logistics processes, and financial planning lays the foundation for a sustainable export pricing strategy.
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