Study of Pricing Strategies and Their Re-lation to Marketing Capabilities in Indus-trial Companies

The goal of this study is to evaluate pricing strategies and their relationship with marketing capabilities. The review of the literature has shown that there is not appropriate، comprehensive research about the relationship between pricing strategies and marketing capabilities. This research method is descriptive and to achieve the objectives of the study، data from 108 companies in Tabriz and Sanandaj is collected via the questionnaires. The results show that pricing meth-od based on needs of customers was most used method by the studied compa-nies. The findings also showed that there was a significant relationship between pricing strategies and marketing capabilities. The evaluated model of research explained that the pattern of competition-based strategies (0. 89) had the great-est impact on marketing capabilities.