The vast majority of services and consumer products are regulated by an open pricing system, with the exception of a few essential goods or strategic raw materials, goods that are produced or commercialised under a monopoly or franchise model, and basic services, such as water, electricity, gas, telephone, etc.

However, the law obliges establishments to provide maximum information on the prices of the products and services, so that customers can demand to know the same, since the advertised price is related to the establishment.

Nowadays, pricing is one of the most important factors when it comes to designing a mixed marketing strategy (combination of marketing tools: price, product, distribution and promotion). A price policy involves a complete strategy, as we will discover in this report.

Summary: 

1. Introduction
2. Internal Variables: Costs, penetration pricing, goals and marketing mix.
3. External Variables: Demand, Competition, legal Barriers and image
4. Product Variables: The product's life cycle.
5. Prices and Internet.
6. Prices and Promotion: Sales
7. Price Regulation
8. Summary