Page 21 - MARKETING MIX
P. 21

PRICING

















                       Factors that influence price








                                                                     decision


























































                                                               Internal Factors :





                                          Firm's Marketing Objective
















                          When  a  firm  has  clear  marketing  objectives,  it  will  go  through  the



                          pricing  process  smoothly.  For  example,  General  Motors  has  set  its


                          marketing objective, to produce sports cars which will compete with



                          sports  cars  from  Europe.  Its  main  target  market  is  focused  on  the



                          high  income  group.  There  is  a  possibility  of  pricing  the  sports  car



                          higher because of the targeted market.






























































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