marketing objectives and price

Step 1: Examine Objectives

As we discussed in the Pricing Decisions Tutorial, marketing decisions including price are driven by the objectives set by the management of the organization. These objectives come at two levels. First, the overall objectives of the company guide all decisions for all functional areas (e.g., marketing, production, human resources, finance, etc.). Guided by overall company …

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Internal Factors: Marketing Objectives

Marketing decisions are guided by the overall objectives of the company. While we will discuss this in more detail in the Marketing Planning and Strategy Tutorial, for now it is important to understand that all marketing decisions, including price, work to help achieve company objectives. Corporate objectives can be wide ranging and include different objectives …

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