What is the primary objective of pricing in marketing?

The primary objective of pricing in marketing is to cover costs and generate profit. This concept is fundamental to the sustainability of any business. Setting prices at a level that not only recovers expenses related to production, distribution, and promotion but also allows for a reasonable profit margin is essential for a company’s financial health.

This is critical because if a business cannot at least cover its costs through pricing strategies, it will not survive in the long term. While other factors, such as increasing the number of customers or creating brand loyalty, are important elements in a marketing strategy, they ultimately rely on the business's ability to profit from its sales. Thus, the foundation of pricing must first ensure that the business is financially viable. Additionally, while improving product features can enhance customer satisfaction and potentially justify higher prices, the core role of pricing remains focused on balancing costs and revenue to achieve profit.