Abstract
Most product pricing systems are based on profit objectives, and high unit volume is seen as a by-product or as a sign that the short-run profit goal has not been met. The author argues that in some cases unit volume is and should be the planning objective that shapes the price decision. When high unit volume is accepted as a goal for pricing, the exact price can be structured to attain it even in the face of uncertain response on the part of competitors. Non-predatory low prices that seek unit volume may be misunderstood by public policy makers, and such prices merit fuller understanding.
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