Page 21 - MARKETING MIX
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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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