Status quo pricing objective de-emphasizes price and can lead to a climate of nonprice competition in an industry. Status quo—seeks to maintain a consistent level of profit made from a certain product by keeping your product pricing comparable to those of the same or similar items sold by your competitors in order to avoid beginning a price war.
The soft drink industry is an often used illustration of status quo pricing. Be it a Pepsi or a Coca-Cola product, the cost of a bottle of soda tends to be quite constant. Coca-Cola and Pepsi often represent the status quo in terms of pricing.
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