Definition
Czinkota & Kotabe: “Pricing objectives are the goals that guide how a firm sets prices — profit-oriented, sales-oriented, market-oriented, or status-quo.”

Introduction
A price tag expresses strategy: do we chase profit, market share, or survival?

Explanation

Profit Maximization – set for highest margin.

Market Share – low price to gain volume.

Survival – cover costs in downturn.

Status-Quo – match competition to avoid wars.

Key Takeaways

Clear objectives prevent random discounting.

Objectives must fit brand stage and market conditions.

Real-World Case – Uber used penetration-based low fares to capture early market share before raising rates for sustainability.
Reference: https://www.uber.com