User:JosebaAbaitua/sandbox/References/DHum2021/AGUIAR BASABE, Leire

An important aspect of the marketing plan that will later influence the forecast of sales is the pricing strategy. The price is the amount of money that a consumer must spend to enjoy a good or service that provides a utility (Miquel, Mollá, & Bigné, 1994). This definition, which is the most intuitive or the most commonly used, is focused on the consumer point of view. But from the point of view of the company, the price can be considered as the value of the transaction to be exchanged in the market, to recover  the expenses incurred and to obtain surpluses (Kotler & Keller, 2012).