MARKETING PRICING IN THE CONTEXT OF DIGITAL TRANSFORMATION OF MARKETS

Анотація

The article is devoted to the analysis of transformational processes in marketing pricing under the influence of the digital economy, the rapid growth of market transparency, consumer information asymmetry and increased competitive pressure. It is proven that the widespread digitalization of business processes, the rapid development of e-commerce, marketplaces, aggregators, two- and multilateral platforms change the fundamental logic of pricing: from the traditional cost-plus approach to strategic management of demand, consumer behavioral patterns, perceived value and willingness to pay. It is shown that the implementation of Big Data technologies, integrated CRM/ERP systems, business analytics, artificial intelligence, and machine learning algorithms creates a solid foundation for the transition to data-driven pricing, dynamic real-time pricing, personalized, and context-sensitive pricing models. Particular attention is paid to the impact of modern challenges – macroeconomic instability, high inflation, sharp increases in logistics and energy costs, military risks, and geopolitical turbulence – on price volatility and the need to transition to adaptive, scenario-based, risk-oriented, and resilient approaches in shaping an enterprise's pricing policy. The main advantages of digital pricing are revealed: a significant increase in the accuracy and validity of pricing decisions, the speed of response to changes in the market situation, the ability to optimize margins at the level of a single product, client segment, sales channel, or even a specific transaction, as well as fundamentally new opportunities for deep personalization of commercial offers in both B2C and B2B segments. At the same time, a number of serious risks are highlighted: problems with data quality and bias, ethical dilemmas of excessive personalization, consumer perception of the unfairness of differentiated prices (price fairness), the risk of forming “algorithmic collusion” and potential anti-competitive effects of automatic pricing. The critical importance of adhering to the principles of transparency of pricing algorithms, compliance with regulatory requirements, ethical standards, and the introduction of effective human-in-the-loop mechanisms for automated decisions is emphasized.

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