Price as rentability factor

Abstract

It has been said in multiple documents, that price is the element of the mixture of marketing that generates income for a firm, therefore it is of vital importance to fix it in a proper manner, for a firm to reach its objectives and becomes not just a firm but a profitable business. However many firms, mostly the smaller ones, fix their prices in an inadequate manner as they sacrifice their profits in order to be able to sell, but in the long run, a price war is unsustainable for a micro, small, or medium firms and eventually disappearing.