In the supplier versus owners/managers dynamic, which statement reflects suppliers' pricing preference?

• A. Suppliers prefer to negotiate price based on order quantity
• B. Suppliers want to keep costs low in order to improve profits
• C. Suppliers want to receive large discounts from buyers
• D. Suppliers want as high a price as possible for the goods they supply

Answer: (D)

Suppliers aim to maximize profit by charging as much as possible for their goods, balancing price with what buyers are willing to pay and the value they perceive. In the supplier versus owners/managers dynamic, owners typically want lower costs, while suppliers seek higher prices to improve margins. The statement that suppliers want as high a price as possible best captures this objective. Volume-based pricing or discounts can occur as tactics to secure sales or volume, but they’re adjustments to price rather than the core goal of maximizing price. Choices that emphasize buyer-focused goals or cost-cutting reflect the buyer’s perspective more than the supplier’s pricing preference.