Pricing - Accurate Answers - Process of determining what an organization will receive in exchange for services/products

- Only part of marketing mix that generates revenue (all others are costs)



Pricing Objectives - Accurate Answers - Survival: short term pricing to survive

- Profit: maximize profits

- ROI: prices set to attain a specified return on company investment

- Cash Flow: prices may be reduced to generate cash and cover a temporary crises

- Status Quo: if the competitive threat...
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