is a group of people with both the desire and the ability to buy a specific offering.

• Market Segments

• Market Segmentation

• Market

• Product differentiation

is often measured in terms of return on investment or return on assets. 

• Profit

• Sales Revenue

• Market Share

• Unit Volume

is given that a firm’s profit is high enough for it to remain in business, an objective may be to increase sales revenue which can to increase in market share and profit.

• Sales Revenue

• Profit

• Market Share

• Unit Volume

is the quantity produced or sold as a pricing objective.

is the ratio of the firm’s sales revenues or unit sales to those of the industry (competitors plus the firm itself).

The company enacts price matching programs and promotes large discounts on its merchandise to raise cash and stave off bankruptcy.

• Survival

• Sales Revenue

• Demand for the product

• Value Pricing

A firm may forego a higher profit on sales and follow a pricing objective that recognizes its obligations to customers and society in general.

are factors that limit the range of prices may set

• Pricing constraints

• Sales Revenue

• Market Share

• Unit volume

involve the role of price in an organization’s marketing and strategic plans.

• Pricing objectives

• Sales Revenue

• Profit

• Unit Volume

is the practice of simultaneously increasing product and service benefits while maintaining or decreasing the price.

• Value Pricing

• Identify pricing objectives

• Pricing constraints

• Cost of changing prices