Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 12

In small teams, categorize each of the following as a specific type of pricing objective. Suggest a company or product likely to use each pricing objective. Compare your findings.
a. 5 percent increase in profits over the previous year
b. prices no more than 6 percent higher than prices quoted by independent dealers
c. 5 percent increase in market share
d. 25 percent return on investment (before taxes)
e. setting the highest prices in the product category to maintain favorable brand image