This document discusses pricing strategies and concepts. It begins by outlining different pricing objectives like survival, maximum profit, market share, etc. It then covers determining costs, analyzing competitors, and selecting a pricing method. There are different types of costs like fixed and variable costs. Price is set using the three C's model of considering costs, competitors, and customers. Key pricing strategies are also outlined like market skimming pricing, market penetration pricing, product mix pricing, discounts, and responding to competitor price changes. Factors that influence initiating price increases or decreases are examined as well as the advantages and disadvantages of price changes. In the end, there are discussion questions and an assignment provided.