POSTAL SERVICE COMPETITIVENESS, AN ESSENTIAL ELEMENT IN COMPETITIVE STRUGGLE.

Besides the other elements of the marketing policy, price expresses the degree of commercial activity's adaptation to environment's demands; it is the measure of marketing essential functions' achievement, namely the satisfaction of consumption needs at a high level and the maximization of economic efficiency. The price represents an instrument for recovering company's expenses and obtaining benefits incorporated in products, thus measuring company's capacity of adaptation to environment's conditions and of organizational competitiveness' determination. However, in a field like postal services where service specification, nature and sometimes monopoly situation determine different actions from organizations, there happens a series of known classical methods' adaptations. This work aims at highlighting this special situation and at presenting the values that are the basis of the optimum strategy's fulfilment for the acquiring of normality so necessary to an economy based on competition. [ABSTRACT FROM AUTHOR]