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Reference Slide Lec#21
Reference Slide Lec#21
PRICING OBJECTIVES
PRICING plays a
significant role in
achieving company’s
objectives.
• Survival
PRICING generates
REVENUES
If
• it does not remain profitable
• it is not generating enough
growth
the company is coming to its
natural end.
• Avoid government
investigation
• Obtain or Maintain the
Loyalty and Enthusiasm
• Enhance the Image of the
firm, brand or product
• Be Perceived as “Fair” by
customers and potential
customers
We Marketing Managers in
fact have to be treated and
considered “Fair”.
• Create interest and
excitement about a product
Definition of a Product