UK: Проаналізовано динаміку обсягів експорту та імпорту товарами та послугами України за період 2011–2021 рр. Досліджено структурні особливості зовнішньої торгівлі України в 2022 році. Систематизовано фактори, що впли-вають на процес маркетингового ціноутворення при здійсненні ЗЕД. Виявлено, що однією з основних проблем, з якою стикаються підприємства-суб’єкти ЗЕД є відсутність ефективної системи сти мулювання іноземних покупців. Запропоновано впровадження системи знижок для підвищення ефективності ЗЕД. Виявлено, що найпопулярнішим мето-дом ціноутворення на практиці вітчизняних підприємств є витратний метод. Для подолання зазначених проблем, а та-кож для підвищення ефективності ЗЕД, вітчизняним компаніям запропоновано використовувати комбінований метод ціноутворення, що дасть змогу врахувати більшість ціноутворюючих чинників внутрішнього та зовнішнього середовища.
EN: The dynamics of export and import volumes of goods and services of Ukraine for the period 201–2021 were analyzed. The structural features of Ukraine's foreign trade in 2022 were studied. Ukraine imported the most goods from such countries as China, Poland and Germany. The main imported goods were: machines, equipment and transport; fuel and energy products; products of the chemical industry. Most Ukrainian exports went to such countries as Poland, Romania and Turkey. The top three most exported product categories include: food products; metals and their products; machines, equipment and transport. Fac-tors affecting the process of marketing pricing in the implementation of foreign economic activity are systematized. It was found that one of the main problems faced by enterprises as subjects of foreign trade in their activities with foreign counterparties is the lack of an effective system of stimulating foreign buyers as an element of the price strategy of foreign economic activity. Another problem is the gradual loss of effectiveness of the strategic tools used to form export prices during foreign economic operations. It is proposed to introduce a system of discounts to improve the efficiency of foreign economic activity. Thanks to an effectively developed system of discounts, it is possible to achieve additional benefits for the enterprise; advantages over competitors; image enhancement; stimulation of product sales, i.e. support of demand. It is noted that modern business entities do not have sufficiently effective practical and methodical approaches to the process of creating prices in the long term. It was found that the most popular method of pricing in the practice of domestic enterprises is the cost method. However, such an ap-proach to the implementation of strategic marketing tasks and an incorrectly applied price mechanism quite often causes the company to lose its share of the competitive market. In order to overcome the mentioned problems, as well as to increase the efficiency of foreign exchange, domestic companies are suggested to use a combined method of pricing, which will make it pos-sible to take into account most of the price-forming factors of the internal and external environment.
