摘要：There are several categories of price strategies. Thus, depending on the phase of the product life cycle, there are: strategies for launching and maintaining the product on the market. Related to competition, pricing strategies that a firm can adopt are: defense strategies and attack ones. Given what competitors have already done (or intend to do), the firm can adopt three types of strategies: defense, imitation and counterattack. Attack through price means to prepare conditions (by cost cutting measures) and operating, on its own initiative, price reductions below their bearable level. The attack can target the leader, competitors of the same class or weaker competitors, presenting in the following variants: a) frontal attack, flank attack by the attack in the neutral zone, guerrilla
