Ans. Companies determine their pricing objectives based on their overall business goals and market positioning. Pricing objectives can vary depending on factors such as the company's market share, profit goals, target market, and competitive environment. Some common pricing objectives include profit maximization, revenue maximization, market share growth, market penetration, and price leadership. Profit maximization aims to set prices that generate the highest possible profit margin. Revenue maximization focuses on maximizing total revenue rather than profit margin. Market share growth strategies involve setting lower prices to gain a larger market share. Market penetration strategies aim to attract more customers by setting lower prices. Price leadership refers to setting prices based on the industry leader to maintain or gain a competitive advantage.