The ideal pricing strategy depends on market positioning. For example, a premium brand targets a vastly different market than a company posturing itself as an affordable provider. Online businesses entering new markets may favor pricing that helps quickly grow market share (eg: penetration pricing), while a marquee brand can exploit its perceived exclusivity and trustworthiness to charge higher prices. Pricing conventions also vary by industry. For example, hotels and airline companies raise prices during peak seasons to recoup their costs during low seasons. Meanwhile, these fluctuations could be considered unethical and/or impracticable in industries like healthcare or education.