SUMMARY

In this paper the price is considered, more precisely, the picture of the very definition of price
as an element of success or failure of an enterprise is given. Price as an element of the
marketing mix in any business is extremely important because it generates revenue within the
company, while other elements of the marketing mix are actually costs.

It is very difficult to conduct a particular price policy in the conditions of market turbulence,
and therefore many factors that influence the choice of a particular price policy are clarified in
this paper.

When pricing, a company first needs to decide what it wants to achieve with a particular
product. If he carefully selects his market and positioning in the market, then his marketing
mix strategy, including price, is simple.

Key words: pricing policy, marketing mix, revenue, cost, market.