Kształtowanie cen produktów w działaniach marketingowych przedsiębiorstw

Abstract

Since the transformation of the economy, pricing policy in enterprises also has changed. Our study enable to confirm that there is a quite considerable change in pricing policy which not always can follow market expectation. Some firms apply traditional cost plus pricing but most of them try to orient their prices to their average level in the whole branch. Such behaviour is supported by applying factory prices. However pricing demad oriented approach has not been applied by them in sufficient way so far. Using of this method is the most adequate to market situation and will have to take place in the future. Innovative pricing policy based on real market conditions is indispensable.