What is a pricing objective?
     A goal that guides a business in setting the cost 
      of a product or service to potential consumers. 
      A pricing objective underlies the pricing process 
      for a product, and it should reflect a company's 
      marketing, financial, strategic and product goals
      , as well as consumer price expectations and 
      the levels of available stock and production 
      resources. 
     Pricing objectives
     Survival
       Prices are flexible. A company can lower 
        them in order to increase sales enough 
        to keep the business going. The 
        company uses a survival-based price 
        objective when it's willing to accept 
        short-term losses for the sake of long-
        term viability.
      Profit
        Price has both direct and indirect effects on 
         profit. The direct effect relates to whether the 
         price covers the cost of producing the product. 
         Price affects profit indirectly by influencing how 
         many units sell. The number of products sold 
         also influences profit through economies of 
         scale -- the relative benefit of selling more 
         units. The primary profit-based objective of 
         pricing is to maximize price for long-term 
         profitability.
      Sales
        Sales-oriented pricing objectives seek to boost 
         volume or market share. A volume increase is 
         measured against a company's own sales 
         across specific time periods. A company's 
         market share measures its sales against the 
         sales of other companies in the industry. 
         Volume and market share are independent of 
         each other, as a change in one doesn't 
         necessarily spur a change in the other.
     Status Quo
       A status quo price objective is a tactical 
        goal that encourages competition on 
        factors other than price. It focuses on 
        maintaining market share, for example, but 
        not increasing it, or matching a 
        competitor's price rather than beating it. 
        Status quo pricing can have a stabilizing 
        effect on demand for a company's 
        products.