Profitability Objectives

Many firms have some type of profitability objectives for their pricing strategy. Management knows that:

Profit = Revenue – Expenses

and that revenue is a result of the selling price times the quantity sold:

Total Revenue = Price x Quantity Sold

Some firms try to maximize profits by increasing their prices to the point where disproportionate decrease appears in the number of units sold. A 10 percent price hike that results in only an 8 percent volume decline increases profitability. But a 5 percent price rise that reduces the number of units sold by 6 percent is unprofitable.

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