Maximizing sales involves pricing products to generate as much revenue as possible, regardless of what it does to a firm’s profits. When companies are struggling financially, they sometimes try to generate cash quickly to pay their debts. They do so by selling off inventory or cutting prices temporarily. Such cash may be necessary to pay short-term bills, such as payroll. Maximizing sales is typically a short-term objective since profitability is not considered.
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Home » Principles of Marketing » Price, the Only Revenue Generator » The Pricing Framework and a Firm’s Pricing Objectives » The Firm’s Pricing Objectives
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