Vol.1, No 5, 1997 pp. 23 - 30
UDC: 658.8
PRICING IN A SMALL FIRM
Svobodka Gencheva Clasova
Department "Marketing and Strategic Planning"
University of National and World Economy, Sofia, Bulgaria
Abstract. A company decisions are influenced by a variety of internal
and external factors. The firm's marketing objectives and costs provide
a rough indication of what it should charge for its goods. But before establishing
a final price, the firm also considers the level of demand, the nature
of competition, and the needs of whole-salers and retailers who distribute
the product to the final customer. Within this article we are going to
illustrate the experience of a small Bulgarian firm "PETER COMMERCE" in
the pricing of the newest product - deodorant "Bizz".
ODREĐIVANJE CENA U MALOM PREDUZEĆU
Na proces donošenja odluka u preduzeću utiču brojni interni i eksterni
faktori. Ciljevi i troškovi marketinga preduzeća nisu dovoljni indikatori
u određivanju cena proizvoda. Zato pri utvrđivanju krajnje cene, preduzeće
trreba da analizira i nivo tražnje, prirodu konkurencije i potrebe trgovine
na veliko i malo, koja distribuira proizvod krajnjem potrošaču.
Članak ilustruje iskustvo jedne male bugarske firme "PETER COMMERCE"
u određivanju cene njenog najnovijeg proizvoda - dezodoransa "Bizz".
