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УДК 658.8:004

DOI: https://doi.org/10.36887/2415-8453-2025-2-64

Nemchenko Valerii,
Doctor of Sciences in Economics, Professor, Head of the Department of Accounting and Auditing,
Odesa National University of Technology,
https://orcid.org/0000-0002-2984-3357
Herasymchuk Oleksandr,
Postgraduate student, Odesa National University of Technology,
https://orcid.org/0009-0003-6612-7303
Zahora Roman,
Postgraduate Student of the Department of Trade Entrepreneurship, Commodity Studies, and Business Management,
Odesa National University of Technology,
https://orcid.org/0009-0003-6389-6895
Ozarko Kateryna,
Candidate of Economic Science, Associate Professor at the Department of Management and Marketing, Director of the Research Institute of Infocommunications State University of Intellectual Technologies and Communications,
State University of Intellectual Technologies and Communications,
https://orcid.org/0000-0002-1452-0686
Tsykaliuk Roman,
Acquirer, Higher Educational Institution International University of Business and Law
https://orcid.org/0009-0009-0546-6954

JEL classification: M31; O33

This article is dedicated to addressing the challenges of developing marketing product policy within the context of the digital economy. The purpose of the article is to analyze, systematize, and generalize the existing theoretical and methodological foundations of forming the marketing product policy of a company and to identify the impact of digitalization on this process. The article examines the key aspects of a company’s marketing product policy aimed at ensuring competitiveness and maximizing profitability through effective product management. The study presents a set of marketing product policy components, including assortment policy, innovation policy, quality management, product life cycle management, positioning, and pricing. It has been found that each of these components is critical to a company’s success in the market, and their integration into an overall development strategy ensures harmonious management of the product portfolio and meets consumer needs. Specifically, flexibility in forming the assortment policy encompasses decisions on the breadth, depth, and structure of the product range. In contrast, effective pricing and product positioning enable companies to strike a balance between maximizing profit and meeting consumer needs. Pricing strategies have a significant influence on demand, competitiveness, and profitability. Product positioning is closely related to pricing and involves creating a unique product image in the minds of consumers. It is substantiated that internal factors such as corporate strategy, resource potential, and organizational culture significantly influence the formation of a company’s marketing product policy, ensuring its adaptation to changes in the internal environment. External factors, including economic conditions, social and cultural trends, technological progress, and competition, create challenges and opportunities for companies, forcing them to adapt their product policy in line with changes in the market. The impact of digitalization on marketing product policy has been thoroughly studied. It has been found that digital technologies enable the optimization of production and logistics processes, enhance the personalization of product offerings, and expand sales channels through online stores, mobile applications, and social media. It is determined that digitalization creates new opportunities for in-depth market analysis, adapting product policies, and enhancing the effectiveness of marketing campaigns by utilizing consumer data. The importance of integrating digital technologies into the marketing product policy process is substantiated, enabling companies to quickly adapt strategies to meet consumer needs and market changes, which is essential for long-term success.

Keywords: marketing product policy, digitalization, pricing, positioning, marketing strategy.

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The article was received 12.04.2025

Quote article, APA style

Nemchenko Valerii, Herasymchuk Oleksandr, Zahora Roman, Ozarko Kateryna, Tsykaliuk Roman. 12.04.2025 . Marketing product policy in the digital economy. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #2. 333-336pp. https://doi.org/10.36887/2415-8453-2025-2-64

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Nemchenko Valerii, Herasymchuk Oleksandr, Zahora Roman, Ozarko Kateryna, Tsykaliuk Roman. "Marketing product policy in the digital economy". The journal "Ukrainian Journal of Applied Economics and Technology". 12.04.2025 . https://doi.org/10.36887/2415-8453-2025-2-64

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