PRICE ADJUSTMENT STRATEGIES AS PART OF MARKETING STRATEGIES

Businesses must deal with many issues during their existence. Managers must find solutions to many problems and face to different challenges. Achieving prosperity and creating and maintaining competitiveness are among the most important and goals of the businesses. Marketing strategy is the most important and long-term used tool of strategic management of any company operating in a highly competitive market environment. Regarding the long-term prosperity of the company in the market, it is important to realize that marketing strategy relates to success. Marketing strategy is a tactical process, the goal of which is to effectively allocate limited funds of a company to increase sales and maintain a competitive advantage. The customers have the key role in the process of marketing strategy. Only a satisfied and loyal customer creates long-term profit for the company. The marketing strategy consists of several parts, one of which is the pricing strategy. Pricing strategy is a summary of measures, instructions, procedures and rules of intervention in the area of prices aimed at achieving long-term strategic objectives of the company. It is a concept of approaching different pricing decisions. Pricing strategies are the tools a business uses to achieve its pricing goals. Part of the company's pricing policy is to look for appropriate methods and tools to adapt prices, initiate and respond to price changes, change prices - raising and lowering prices. The aim of the paper is to elaborate the issue of marketing strategies with emphasis on price adjustment strategies, which is the part of pricing strategies. Data used in the paper are based on the method of analysis, synthesis and comparison. The results focus on price adjustment strategies.