Ценообразуване на услуги в България
Автори:
Татяна
Нецева-Порчева
Университет за национално и световно стопанство (УНСС), София, България
Страници:
222-
232
DOI: https://doi.org/10.54664/EDPQ6424
Резюме:
The article aims to find out how the companies operating in Bulgaria determine the prices of
their services. In this regard, a literature review is done of the empirical research on service pricing and the
results are presented from an online survey with 100 managers/marketing directors of companies operating
in Bulgaria and offering services. The article establishes the pricing factors of substantial impact for the
companies in the sector of services; what the most common pricing objectives are; which pricing strategies,
methods and tactics are applied. In addition, the most common reasons for price increase or reduction are
considered.
Ключови думи:
service pricing, pricing objectives, pricing strategies, pricing methods, pricing tactics
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1095 изтегляния от 20.12.2021 г.