COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET

The article studies conditions of dynamic pricing and marketing policy efficiency on network values market in circumstances of temporary supplier’s monopoly. The research method is economic-mathematic modeling of value cost dependence on the number of its consumers and demand for the value on price....

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Autores principales:	Viktor E. Dementiev, Sergey G. Evsukov, Elena V. Ustyuzhanina
Formato:	article
Lenguaje:	RU
Publicado:	Plekhanov Russian University of Economics 2019
Materias:	network values pricing monopoly value differentiation marketing policy Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/de4ddf3f66ac4517adfce3aab34a3b70
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spelling	oai:doaj.org-article:de4ddf3f66ac4517adfce3aab34a3b702021-11-15T05:20:48ZCOMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET2413-28292587-925110.21686/2413-2829-2019-3-152-166https://doaj.org/article/de4ddf3f66ac4517adfce3aab34a3b702019-06-01T00:00:00Zhttps://vest.rea.ru/jour/article/view/717https://doaj.org/toc/2413-2829https://doaj.org/toc/2587-9251The article studies conditions of dynamic pricing and marketing policy efficiency on network values market in circumstances of temporary supplier’s monopoly. The research method is economic-mathematic modeling of value cost dependence on the number of its consumers and demand for the value on price. By computer tests possibilities to use dynamic pricing for resolving three objectives are analyzed, they are maximization of net integral discounted profit of network value supplier; minimization of time necessary to reach the project repayment and minimization of time necessary to reach the maximum integral profit. The authors come to the conclusion about the importance of taking into account the peculiarities of network values markets for developing business marketing policy. They substantiate the expediency of using policy of network values differentiation (free provision of simple version of values and sale of extended version) in order to motivate net shaping and to speed up the achievement of project repayment. The economic-mathematic model of shaping network values market was put forward, which differs from existing analogues by more accurate reflection of specific rise in customer cost and shaping demand for these values. The model was used to get answers to two questions: which strategies of pricing can provide better indicators of project quality and whether it is reasonable to motivate demand by providing a free simplified version of value.Viktor E. DementievSergey G. EvsukovElena V. UstyuzhaninaPlekhanov Russian University of Economicsarticlenetwork valuespricingmonopolyvalue differentiationmarketing policyEconomics as a scienceHB71-74RUВестник Российского экономического университета имени Г. В. Плеханова, Vol 0, Iss 3, Pp 152-166 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	network values pricing monopoly value differentiation marketing policy Economics as a science HB71-74
spellingShingle	network values pricing monopoly value differentiation marketing policy Economics as a science HB71-74 Viktor E. Dementiev Sergey G. Evsukov Elena V. Ustyuzhanina COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET
description	The article studies conditions of dynamic pricing and marketing policy efficiency on network values market in circumstances of temporary supplier’s monopoly. The research method is economic-mathematic modeling of value cost dependence on the number of its consumers and demand for the value on price. By computer tests possibilities to use dynamic pricing for resolving three objectives are analyzed, they are maximization of net integral discounted profit of network value supplier; minimization of time necessary to reach the project repayment and minimization of time necessary to reach the maximum integral profit. The authors come to the conclusion about the importance of taking into account the peculiarities of network values markets for developing business marketing policy. They substantiate the expediency of using policy of network values differentiation (free provision of simple version of values and sale of extended version) in order to motivate net shaping and to speed up the achievement of project repayment. The economic-mathematic model of shaping network values market was put forward, which differs from existing analogues by more accurate reflection of specific rise in customer cost and shaping demand for these values. The model was used to get answers to two questions: which strategies of pricing can provide better indicators of project quality and whether it is reasonable to motivate demand by providing a free simplified version of value.
format	article
author	Viktor E. Dementiev Sergey G. Evsukov Elena V. Ustyuzhanina
author_facet	Viktor E. Dementiev Sergey G. Evsukov Elena V. Ustyuzhanina
author_sort	Viktor E. Dementiev
title	COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET
title_short	COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET
title_full	COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET
title_fullStr	COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET
title_full_unstemmed	COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET
title_sort	comparative analysis of strategies of pricing and promotion of products and services on network values market
publisher	Plekhanov Russian University of Economics
publishDate	2019
url	https://doaj.org/article/de4ddf3f66ac4517adfce3aab34a3b70
work_keys_str_mv	AT viktoredementiev comparativeanalysisofstrategiesofpricingandpromotionofproductsandservicesonnetworkvaluesmarket AT sergeygevsukov comparativeanalysisofstrategiesofpricingandpromotionofproductsandservicesonnetworkvaluesmarket AT elenavustyuzhanina comparativeanalysisofstrategiesofpricingandpromotionofproductsandservicesonnetworkvaluesmarket
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COMPARATIVE ANALYSIS OF STRATEGIES OF PRICING AND PROMOTION OF PRODUCTS AND SERVICES ON NETWORK VALUES MARKET

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