PRICING is the Primary

activity of Marketing.
PRICING OBJECTIVES
 PRICING OBJECTIVES
“The Whole pricing package that
we have to device so that we
(firm) keep on working towards
profitability and corporate gains”.
 When deciding on Pricing
Objectives we must consider;
1) The overall Financial,
Marketing, and Strategic
objectives of the company;
2) The objectives of our
Product or Brand;
3) Price Elasticity
4) The resources we have
available
MORE COMMON PRICING
OBJECTIVES
• Maximize long-run profit
maximize short-run profit
Stability of Market
• Increase sales volume
(quantity)
Price directly influence sales
volume.
• Increase Market Share
Market Share is the amount of
volume a particular brand or a
product has in the market.
Market Share is the
authentication of
marketing efforts.
• Obtain a Target Rate of
Return on Investment
(ROI)
 • Rate of Return on
Investment (ROI) is the
percentage of return on
any particular investment.
• Keep Prices Stable
• Company Growth
• Sales Volume
• Profitability
• Participation in the market
• Receptivity in the market
Image enhancement is what we
want to attain.
• Maintain Price
Leadership
 Price Leadership
Set your prices
and maintain them.
• Discourage new entrants
into the industry
• Match competitors
prices
• Survival