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The main strategy involved in determining how much to charge for goods and services is pricing. This strategy encompasses various factors, including the cost of production, competition, market demand, and perceived value. Pricing is critical because it directly affects a company's profitability, consumer behavior, and market positioning. Effective pricing strategies can help businesses maximize their revenue while ensuring that they remain competitive in the market.

In contrast, distribution focuses on how products reach consumers, marketing encompasses the broader strategies to promote products or services, and product development involves creating new goods or services. While all of these elements are important in the overall business strategy, pricing is specifically concerned with setting the appropriate value for goods and services, making it the central focus of this question.