Marketing objectives are internal factors that affect pricing decision. Before setting price, the firm must decide on its price strategy for their goods. If the company has already selected its target market and positioning attentively, then its marketing mix strategy, with price, will be comparatively straightforward. For example, when Toyota developed its Lexus brand to compete with European luxurious cars in the higher-income segment, and it required charging a high price. Thus, pricing strategy is mainly determined by decisions on market positioning. Meanwhile, the company may search further general or specific objectives. General objectives include survival, market share leadership, current profit maximization, and product quality leadership. At a more specific level, a company can set prices low to avoid competition from entering the market or set prices at their competitors’ level to stabilize the market. It can set prices to keep the support and faithfulness of resellers or to stay