their small dimension. In order to enhance their capability to decide the price, SMEs should focus mostly on marketing, as … price setting is a significant component of the marketing mix. This paper aims to evaluate the relationship between … marketing capability and price setting ability in traditional food SMEs, to outline the role to have well developed marketing …

consumer requirements and improving their marketing activities. The purpose of this paper is to evaluate the marketing …., 2005; Jaworski and Kohli, 1993), our analysis is based on an assessment of the marketing management process (Kotler, 2004 … influence the price and the variables affecting marketing management capability. The results revealed a certain lack of …