Gallstone disease (GSD) has, for many years, remained a high-cost, socially significant public health problem. Over the past decade, a number of studies have been carried out—both in humans and in animal models—confirming the role of the microbiota in various sections of the gastrointestinal tract as a new link in the etiopathogenesis of GSD. The microbiome of bile correlates with the bacterial composition of saliva, and the microbiome of the biliary tract has a high similarity with the microbiota of the duodenum. Pathogenic microflora of the oral cavity, through mechanisms of immunomodulation, can affect the motility of the gallbladder and the expression of mucin genes (MUC1, Muc3, MUC4), and represent one of the promoters of stone formation in the gallbladder. The presence of H. pylori infection contributes to the formation of gallstones and affects the occurrence of complications of GSD, including acute and chronic cholecystitis, cholangitis, pancreatitis. Intestinal bacteria (Clostridium, Bifidobacterium, Peptostreptococcus, Bacteroides, Eubacterium, and Escherichia coli) participating in the oxidation and epimerization of bile acids can disrupt enterohepatic circulation and lead to the formation of gallstones. At the same time, cholecystectomy due to GSD leads to the further transformation of the composition of the microbiota in various parts of the gastrointestinal tract, increasing the risk of developing stomach cancer and colorectal cancer. Further research is required to determine the possibility of using the evaluation of the composition of the microbiota of the gastrointestinal and biliary tracts as an early diagnostic marker of various gastroenterological diseases.

In modern world, under the pressure of buyers on retailers, the main foundations of classical marketing collapse and businesses need to master new pricing tools. Armed with new technologies and techniques, you can effectively influence the economic performance of an enterprise. Therefore, the development of new pricing methods in digital economy is not only an urgent task, but also necessary in the daily activities of business entities. The article describes a price function development model using the main parameters of supply and demand and the generalized Hooke’s law, as the closest one to display the processes of its state. Formulas are given to determine the price and its constituent parameters, taking into account supply and demand indicators, at which it becomes unprofitable for a seller to increase the amount of profit, and to increase the volume of consumption for a consumer. The results obtained allow trading and manufacturing companies during the period of economy digitalization, together with the involvement of financiers and IT experts, to automate the process of calculation and construction of retail prices for their products and move away from manual modeling of these parameters. Purpose is to find, as a first approximation, a mathematical expression of the price, taking into account supply and demand indicators, at which it becomes unprofitable for a seller to increase the amount of profit, and it becomes unprofitable for a consumer to increase the volume of consumption. Methodology: the article describes a model for a price function development using the main parameters of supply and demand and the generalized Hooke’s law. Results: the results obtained allow us to predict profit taking into account the state of demand, while the price of a product may differ significantly from the price calculated by the classical method at the same costs. Practical implication: it is advisable to apply the obtained results for automated calculation and modeling of retail prices for products.