EVALUATION OF THE EFFECT OF FACTORS OF EXTERNAL ENVIRONMENT ON THE STRATEGY OF EXPORT PRICING
Keywords:
strategy of export pricing, macro environmental factors, factors of industrial market environment, pricing objectives, export price determination methods.Abstract
Despite that in scientific literature the importance of influence of external environmental factors on the strategy of export pricing is often being declared, however, a comprehensive analysis, which consolidates identification of the most significant factors, evaluation of their effect and aspects of formation of the strategy of export pricing that allows to increase the quality and effectiveness of decisions made in respect of pricing, is missing.
In the article the environment of the strategy of export pricing, which is generally defined as a uniform entirety of forces affecting the decisions on price, where the effect of factors producing direct and indirect influence intertwine, is analyzed. The most significant macro environmental factors and the factors of industrial market environment have been determined and their effect on the formation of the strategy of export pricing has been examined.
