ROLE OF PRICING STRATEGY IN THE ENTERPRISE’S STRATEGIC MANAGEMENT SYSTEM
Journal Title: Ринкова економіка: сучасна теорія і практика управління - Year 2016, Vol 15, Issue 3
Abstract
The article deals with the theoretical aspects of strategic price formation in the context of free market economy. It was noted that there is no sense in price policy and price strategy equating as well as it is important to differentiate between pricing strategy and price formation strategy. The position of pricing strategy in the corporative strategy was defined. Specifically, it is the part of marketing functional strategy, and that is why it is crucial to take into consideration not only costs but also various dynamic factors. Therefore pricing goals and objectives must become one of the first steps in formulat¬ing a marketing strategy, even though setting the final price may be the last part of the strategy to be executed. Pricing should play an integrative role in business strategy. Pricing is not only part of marketing, but also part of finance and competitive strategy. Done correctly, pric¬ing is the interface between those activities – the glue that holds them together. Superior profitability is achievable only by finding and exploiting synergies between customer needs and seller capabilities – synergies that produce high value for both parties.
Authors and Affiliations
M. H. Zakharova
Keywords
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