Marketing Policy of Pricing: Analysis and Impact on Company's Revenue
Journal Title: Бізнес Інформ - Year 2015, Vol 3, Issue 0
Abstract
The need for detailization of methodological bases for improving the pricing against the background of fluctuating market conditions determined the choice of the topic for research. Accordingly, the article is aimed at conducting a theoretical analysis of price as an economic category of market economy; studying the influence of price policy on company's revenue and the marketing-oriented pricing. Methodological basis consists of general scientific research techniques and special techniques based on management, economics and related sciences. Pricing is the only component of marketing, which directly determines the income. Pricing decisions have a big impact on both short-term and long-term profitability of company. A long-term keeping up of the highest possible prices can be achieved only if there is a benefit to the consumer. Selection of the optimal pricing methodology is carried out depending on the capabilities of company and its business goals. The obtained results can be applied by marketers, who research in the field of consumer markets, as well as for decision-making in the marketing control process and for generating further development strategies of enterprise. The carried out studies are the basis for practical solutions in pricing policy, which is focused on marketing.
Authors and Affiliations
Svitlana Kuchina, Olena Kitchenko
Keywords
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