Cena, wyznaczająca wartość podstawowych czynników produkcji (praca, ziemia, kapitał) stanowi istotny element marketingu, gdyż określa konkurencyjność produktu wytwarzanego przez dane przedsiębiorstwo, pozycję firmy na rynku i stanowi o tym, czy firma osiągnie zysk ze sprzedaży promowanego na rynku produktu. Świadczy to, że poziom ceny nie może być ustalany bez uwzględnienia wspomnianych już instrumentów marketingowych, gdyż cena jest tylko jednym z elementów umożliwiających przedsiębiorstwu wejście na rynek i utrzymanie się na nim.
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