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Boundless Marketing
Pricing
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Section 5

Pricing Objectives

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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7 concepts
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Survival

Most executives pursue strategies that align pricing with revenue generation, enabling their organizations to survive and thrive long term.

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Profit

If the sole objective of a firm is to maximize profit, there are various profit maximizing pricing methods that can be used.

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Return on Investment

Marketers should understand the position of their company and the returns expected when making adjustments in prices.

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Market Share/Sales

Increasing market share is one of the most important objectives of business and pricing may offer a mechanism to increase share.

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Cash Flow

Cash flow is extremely important to firms as this is how they buy goods, pay employees, fund new investments, and pay dividends.

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Status Quo

A status quo pricing objective is one that maintains current price levels or meets the price levels of the competition.

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Product Quality

Quality refers to the ability of a product or service to consistently meet or exceed customer requirements or expectations.

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