Introduction Contemporary marketing thought stresses that pricing decisions ought to be made within the context of the firm's entire marketing mix. Price is but one facet of a company's appeal to consumers and needs to be fully integrated with the physical product, its package, advertising, promotion, distribution and so on, in such a way as to enable it to complement, support and enhance every other component of the marketing mix. This means, among other things, that prices should be determined by reference to the market, set at levels which consumers are able, willing or can be persuaded to pay. In addition, the price he pays for a product should reinforce the consumer's judgement of its image and quality. Just as, according to the marketing concept, it is the buyer rather than the manager who defines the product and, thereby, the firm's business, so the meaning and level of the price at which the product changes hands should be decided ultimately by the attitudes and behaviour of consumers.
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