MKG 300 Chapter Notes - Chapter 16: Geographical Pricing, Price Discrimination, Price Fixing
13 Sep 2016
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Document Summary
Price is the amount of money that is charged for something of value. A target return objective sets a specific level of profit as an objective. A profit maximization objective seeks to get as much profit as possible. A sales-oriented objective seeks some level of unit sales, dollar sales, or share of market- without referring to profit. Managers satisfied with their current market share and profits sometimes adopt status quo objectives- don"t rock the pricing boat objectives. A status quo pricing objective may be part of an aggressive overall marketing strategy focusing on nonprice competition- aggressive action on one or more of the ps other than price. Most firms set specific pricing policies- to reach objectives. Price policies lead to administered prices- consciously set prices. A one-price policy means offering the same price to all customers who purchase products under essentially the same conditions and in the same quantities.
