Specifics of price marketing controlling and pricing of products with small and medium-sized family enterprises

Globalization, hyper competition and massive development ofinformation technologies significantly impact behaviour ofcustomers and firms alike. The ability to immediatelycapitalize on relevant information and prediction of futuredevelopment thus often becomes a key to success. Largemultinational corporations invest into complex marketingcontrolling while ensuring a stable position on the market.However, the situation is different with small and medium-sizedfamily enterprises where the issue of marketing controlling isoften neglected. It follows from long-term researches in whichboth authors are involved that family enterprise participate inof the gross domestic product in the Czech Republic by 20 to30%, while in traditional market economies their share is up to80%. Therefore, they have a role in the social area. The aim ofthis paper is to analyse the problem of application ofcontrolling in small and medium-sized enterprises with anemphasis on the price controlling and to show the importance ofprocess controlling in a small and medium-sized familyenterprise. The authors give a special attention to givenbarriers and influences that significantly impact the optimumproduct pricing. Due to the complexity of the given problem,specifics of controlling with family enterprises with anemphasis on social barriers that are a result of a uniqueculture of family enterprises are also examined. Theoriginality and benefits of this paper can particularly be seenin supplementing and complex grasping of the price marketingcontrolling at the level of small and medium-sized familyenterprises. A scientific elaboration of the problem of theprice controlling is a precondition to the development ofcompetitiveness of family enterprises in the current marketplace, as a fundamental pillar of healthy economy.