ABSTRACT
Pricing is a highly conspicuous element of the marketing mix and therefore has many publics to satisfy. As well as the buying public, there are many other interested parties such as competi tors, society, government - particularly if there is a domestic prices and incomes board, other governments if the item is exported, and pos sibly even supranational bodies, such as the EU, if there is any hint of the exported product being 'dumped' within the European Union, or enjoy ing any subsidy, or artificial advantage which may be in contravention of free trade as laid down in the Treaty of Rome.
