Rubric: Economy

Annotation: The article examines the essence of the concept of "marketing pricing policy" and establishes that it is important in today's conditions, as it allows to correctly define the purpose, tasks, types, functions of marketing pricing and provides the basis for making quality decisions regarding the pricing process at the enterprise. The marketing price strategy is a strategic direction of the company's marketing price policy, which is based on actions to form a forecast price level and plan its effective use. Peculiarities of formation of marketing price policy at "FAVORIT ZNAK" LLC enterprise are considered. It was established that in the process of pricing, "FAVORIT ZNAK" LLC uses a cost method that does not provide flexibility in pricing and makes it impossible to quickly adapt to changes in the external and internal environment, which significantly narrows the work with prices. At the stages of pricing formation at the enterprise, there is a problem of inconsistency of goals between the responsible units, and there is no evaluation of the effectiveness of the pricing policy.

Annotation: Studies devoted to the pricing of digital financial assets and the formation of insurance reserves of insurance companies appear to be relevant and rapidly developing in the context of the global economy. The gradual transition to digital financial products and technologies creates new challenges and opportunities for economic research. This topic is considered at the economic level with the aim of in-depth analysis of the digital asset pricing process and its impact on the financial stability and risks of insurance companies. This research will focus on studying the mechanisms underlying the pricing of digital assets, including cryptocurrencies, digital securities and other financial instruments that are increasingly popular in today's world. Attention will also be focused on the analysis of strategies and methodologies for the formation of insurance reserves for insurance companies, especially those facing the risks of technology and digital assets. Research on this topic can contribute to the development of risk management and pricing strategies in the field of digital financial assets and insurance, which play an important role in the sustainable development of the global economy.

Annotation: In this article, an attempt was made to highlight the process of formation and development of Ukraine's foreign economic activity in the regions bordering the European Union, since the declaration of independence. Special attention is paid to cross-border trade as a key aspect of cooperation between Ukraine and Central European EU member states, it is defined as an important element of Euroregional cooperation and the strategy of Ukraine's acquisition of EU membership. Also, in the author's opinion, the main modern problems of the organization of cross-border trade in Ukraine are indicated in the article and the ways of improving these problems are identified. After all, over the past three years, there has been a trend towards a gradual deepening of bilateral cooperation between Ukraine and the EU. Ukraine is gradually entering the markets of the European Union, but there is a need to pay attention to a number of problems that prevent effective cooperation, in particular, effective protection of the competitiveness of the Ukrainian economy is important. Accordingly, improving the development of cross-border trade should become one of the priority directions of state policy, since this direction of foreign economic activity is also aimed at the implementation of the Association Agreement between Ukraine, on the one hand, and the European Union, the European Atomic Energy Community and their member states, with the other side the article also examines the research of domestic scientists, who see that at present the conditions for conducting cross-border trade are characterized, firstly, by a high degree of cost-effectiveness, caused by the duration of customs procedures, queues of vehicles at the border, missed economic benefits, and secondly, it is not enough developed regulatory, legal and organizational management foundations for the proper provision of cross-border trade in the conditions of the European integration policy, which is carried out by our state in order to become a full-fledged member of the Euro-Russian community. After all, it is known that the organization of cross-border trade between the member states of the Union is characterized by the openness of markets, which, in turn, stimulates the competitiveness of enterprises in border regions. Accordingly, all this necessitates the development of ways to improve the organization of cross-border trade.

Annotation: At the stage when companies diversify promotion tools and implement such modern tools of marketing communications, the problem of their fragmented and inconsistent application arises, caused by several factors. First, new tools of modern communication technologies emerge and develop at a rapid pace, which prompts companies to implement them in the set of promotional tools. In today's world, communications play a fundamental role in establishing and maintaining engagement between brands and their audiences. Effective communications do not just provide information, they build relationships between users. In order for this relationship to be successful, it is necessary to consider the values and image of the brand.