Which of the following is true of establishing pricing goals?
A. Pricing objectives are either profit oriented or sales oriented if they are to serve company objectives.
B. Reaching the desired market share must not entail sacrificing short-term profits because every dollar counts.
C. A profit maximization objective may require a bigger initial investment than the firm can commit to or wants to commit to.
D. Pricing objectives rarely have trade-offs and thus managers must set them ambitiously to capture the market.
Answer: C
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