Compléter 111-testVersion en ligne 111-test par Farhad Key 1 factors exchange supply determine decides Once an organization has its product to sell , it must then the appropriate price to sell it at . The price is set by balancing many factors including ? and ? demand , cost , desired profit , competition , perceived value , and market behavior . Ultimately , the final price is determined by what the market is willing to for the product . Pricing theory can be quite complex because so many influence what the purchaser is a fair value .