### 날짜 : 2023-11-29 19:51 ### 주제 : 가격 선정 #마케팅 #공부 ---- ### **6.1 Pricing Objectives** > Pricing objectives are the specific goals and targets that organizations set to guide their pricing strategies. These objectives play a crucial role in determining the pricing decisions a company makes. Here's a more detailed exploration of pricing objectives: #### **1. Maximizing Profit** **Objective:** One of the primary pricing objectives for many businesses is to maximize profit. This means setting prices in a way that generates the highest possible level of profit. **Strategies:** To achieve this objective, organizations consider factors such as production costs, [[6.3 Price Elasticity]], and market conditions. Strategies may involve setting prices above production costs when demand is strong and adjusting prices when demand fluctuates. #### **2. Gaining Market Share** **Objective:** Some companies prioritize gaining a larger market share as their primary pricing objective. This involves setting competitive prices to attract more customers and capture a significant portion of the market. **Strategies:** Companies pursuing market share may employ pricing strategies like penetration pricing (setting lower initial prices) to encourage rapid adoption and growth. #### **3. Achieving a Target Sales Volume** **Objective:** Setting a target sales volume as a pricing objective focuses on selling a specific quantity of products or services. This approach can be useful when organizations want to ensure consistent production levels. **Strategies:** Organizations may use volume-based pricing discounts or promotions to encourage customers to purchase larger quantities. #### **4. Meeting Competitive Pricing** **Objective:** In highly competitive markets, the pricing objective may be to match or closely align with competitors' prices. This helps prevent customers from switching to alternatives. **Strategies:** Employing competitive pricing strategies involves monitoring competitors' prices and adjusting pricing accordingly. #### **5. Achieving Price Stability** **Objective:** Some companies aim for price stability as their primary pricing objective. This means keeping prices consistent over time to provide customers with predictability. **Strategies:** Price stability is often associated with products or services where price changes can create confusion or disrupt customer expectations. #### **6. Product Skimming** **Objective:** Product skimming involves setting high initial prices for new products with the goal of maximizing revenue from early adopters and gradually lowering prices over time. **Strategies:** Companies pursuing product skimming should be prepared to justify the premium pricing through product features or uniqueness. #### **7. Price Leadership** **Objective:** Price leadership is when a company aims to set industry standards by being the first to change prices. It's often used by market leaders. **Strategies:** Price leaders can influence industry pricing trends and may raise or lower prices strategically to drive desired market behavior. #### **8. Survival and Break-Even** **Objective:** In challenging market conditions or during a crisis, the primary pricing objective may be survival or achieving a break-even point. **Strategies:** Companies focus on setting prices that cover costs and allow them to continue operating without incurring losses. #### **9. Prestige and Luxury Branding** **Objective:** Luxury brands often aim to position themselves as premium or exclusive. Their pricing objective is to maintain high prices that reinforce this image. **Strategies:** Luxury brands use high pricing, limited availability, and unique experiences to create an aura of exclusivity. #### **10. Customer Value** **Objective:** Prioritizing customer value means setting prices that align with the perceived value of the product or service to the customer. **Strategies:** Companies conducting customer value pricing focus on understanding customer preferences, needs, and willingness to pay. They aim to deliver superior value to customers. Pricing objectives can vary based on an organization's overall business strategy, market conditions, and the specific products or services offered. It's common for businesses to have multiple pricing objectives that they balance to achieve their overall financial and strategic goals. The choice of pricing objectives is a critical decision that influences pricing strategy and tactics. ### 출처(참고문헌) - ### 연결문서 -