ABSTRACT
Price is the most important component of the marketing mix. In an international environment, pricing is much more complex because more factors play a role in the determination of the price. Extra factors in an international environment are for example, currency differences, different inflation and alternative payment methods like leasing and barter. The enterprise will further have to choose whether pricing policy will be centrally established or that there will be possibilities that different prices can be established on local markets. Determining an International Pricing Strategy should therefore be done carefully. The decision making about the International Pricing Strategy can occur with the aid of the factors included in the model. These factors are sub-divided into two main groups, internal factors and external factors and four sub-groups, corporate factors, product factors, environmental factors and market factors.
