Think about the various pricing objectives described in chapter 16. Determining your pricing objective is important to product positioning and in setting an appropriate price.

Give an example of a company that is using survival, profit maximization, market share maximization, maximum market skimming, and product quality leadership. You may use different companies for your examples. In addition to the company and/or product name, briefly describe your reasoning as to why the product’s price illustrates the firm’s pricing objective.  Use the theories found in the textbook to back up you’re reasoning. Also, include what pricing objective you will use in your marketing plan.


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