Prising — страница 3

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of the profits rate and makes the firms permanently higher prices. Some times the prices growth crosses the growth of costs in the presentiment of further inflation or introduction of the state control over prices. Firms are not sure to give their customers any long-run liabilities concerning prices, scaring that the inflation caused by costs growth will damage their profit rate. Overcoming inflation firms can increase their prices in several ways. Another circumstance leading to the price increase is the availability of extra demand (it’s especially typical for our country). When a firm is not able to completely satisfy their customers’ needs it can raise its prices. Prices can be raised practically imperceptibly, for example by abolishing all the discounts and enriching the

assortment with more expensive variants of goods. So there are lots of problems in the existing pricing system. There are plenty of questions to be solved. That is why in the modern economy the problems of pricing are the matter of special concern. The choice of the proper pricing policy is still the most difficult and important problem as in conditions of the country with high economic level as, to the great extend, in conditions of market reforms. Any enterprise financing stability completely depends on solving this problem as well as the output and profit rate and ability of investing at the expense of own resources. The proper pricing policy is extremely important for national economy in general because the rational price structure and level contribute to the economic

stability. In the market economy all attention is for the first turn paid to the consumer that should be the main principal of pricing policy which in its turn should be considered as a part of the overall planning of the business activity process. The constant appearance of new goods and services in the market is one of the main conditions to survive under the circumstances of hard competition. Otherwise, the leg-behind firms face the serious finance problems. The modern market grants new challenges in determining prices and some innovations concerning this problem. One of the aspects here is orientation to the concrete customer concerning establishing so called “just that price” or “faire price”. There is no doubt that such understanding of price is common for customer

psychology. Some people consider prices as the ability to obtain consumer’s benefits, other think that the price is very high. Sometimes such personal approach is called “moral pricing”. The right choice of the proper pricing strategy is the initial task for any company otherwise it can face the problems of finance loss and unprofitability. So we can repeat once again that there are lots of problems in the existing pricing system. There exist plenty of questions to be considered and solved. That is why in the modern economy the problems of pricing are the matter of special concern. Pricing issues should be considered in complex taking account of special conditions of the modern market.