ABSTRACT
This chapter is structured around a multi-step pricing process. It focuses on monetary pricing, but it is worth remembering that the other sacrifices a consumer makes to acquire a product may also have an influence on whether they buy it. The price that competitors charge for the same or similar products offer an insight into consumer expectations. It is essential to remember that pricing goals should support a broader product and brand positioning strategy, which in turn should underpin marketing objectives and the achievement of organisational objectives. There are two main types of pricing goals: profit-based pricing goals, and sales-based pricing goals. Sport organisations that pursue this goal are less concerned with profit, and are focuses on increasing the number of sales. For profit-oriented sport organisations, this goal is generally not a good long-term goal because it does not pay enough attention to whether the organisation is earning enough money to survive.
