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Pricing objectives or goals give direction to the whole pricing process. Determining what your objectives are is the first step in pricing. When deciding on pricing objectives you must consider: 1) the overall financial, marketing, and strategic objectives of the company; 2) the objectives of your product or brand; 3) consumer price elasticity and price points; and 4) the resources you have available. Some of the more common pricing objectives are: * maximize long-run profit * maximize short-run profit * increase sales volume (quantity) * increase monetary sales * increase market share * obtain a target rate of return on investment (ROI) * obtain a target rate of return on sales * stabilize market or stabilize market price: an objective to stabilize price means that the marketing manager attempts to keep prices stable in the marketplace and to compete on non-price considerations. Stabilization of margin is basically a cost-plus approach in which the manager attempts to maintain the same margin regardless of changes in cost. * company growth * maintain price leadership * desensitize customers to price * discourage new entrants into the industry * match competitors prices * encourage the exit of marginal firms from the industry * survival * avoid government investigation or intervention * obtain or maintain the loyalty and enthusiasm of distributors and other sales personnel * enhance the image of the firm, brand, or product * be perceived as “fair” by customers and potential customers * create interest and excitement about a product * discourage competitors from cutting prices * use price to make the product “visible" * help prepare for the sale of the business (harvesting) * social, ethical, or ideological objectives == See also == * Price * Price controls * Price fixing * Price gouging * Just price * Resale price maintenance * Pricing * Pricing strategies 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Pricing objectives」の詳細全文を読む スポンサード リンク
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