Which of the following is a goal of the pricing function?

The goal of the pricing function primarily focuses on earning a return on investment (ROI). This involves setting prices in a way that allows a business to cover its costs and generate a profit. Effective pricing strategies consider various factors, including production costs, market demand, competition, and perceived value to ensure the business not only recoups its initial investment but also yields a profit over time.

Pricing decisions are crucial because they directly impact the business's profitability and market positioning. When a company sets competitive yet profitable prices, it can effectively attract customers while ensuring business sustainability. Aiming for ROI drives the overall financial health of the organization and facilitates growth opportunities.

On the other hand, establishing brand loyalty, increasing production capacity, and enhancing distribution channels, while important for overall business strategy, are not primary goals of the pricing function itself. These aspects can benefit from well-structured pricing strategies but are not the main focus of pricing decisions.