Returns to scale — прибыль от масштаба

To accrue — увеличиваться

Counterweight to — противовес

7. in one’s exposition — в чьем-либо изложении (толковании)

Joint cost — совместная стоимость

Reciprocal demand — взаимный спрос

Surplus — избыток

5.7.1.4. Read the text “Pricing Issues in Marketing” and name the main issues in setting prices,

■ your opinion.

Pricing Issues in Marketing

Pricing is one of the most difficult areas of marketing decision making. Although price is an

Important element of the marketing mix, one which can send many signals to the customer about

The quality and benefits of a particular good or service, final price decisions in many organizations

Are made by accounting and finance staff rather than marketing professionals.

When setting prices, it is particularly important for marketers to be aware of the market envir

Onment, including the prices set by competitiors. Price sensitivity is a vital issue, as is an awareness

Of how prices need to change to reflect different stages of the product life cycle. Costs are an

Important element of price, but they need to be balanced by an awareness of issues such as sens

Itivity; good price-setting strategies can also be used to reduce costs, particularly in the area of

Transfer pricing. Marketers and accountants need to rethink the traditional relationship between