Price strategies – a microeconomic approach

Abstract

The paper aims at a microeconomic approach to the price strategies, pointing out the ratio between revenue – cost, or marginal revenue – marginal cost, in the case of different objectives proposed by the enterprise, objectives supported by certain levels of the price. The effects of implementing various price levels, with the contribution of the market through demand quantity, lead the firm to reach diverse goals: actual maximum profit; maximum turnover; an equilibrium state allowing the protection against possible competitors, but also trying to avoid loss risk; a rational resources use by the price fixed at the marginal cost level, or only the survival in difficult times.