In what situation is the profit considered less important than obtaining new business?

When considering situations where profit is less important than the pursuit of new business, a "must win" situation in pricing strategy stands out. In this context, organizations may prioritize acquiring new customers or securing contracts over immediate profitability. This is often done when entering a competitive market or trying to establish a foothold in a new area. By strategically lowering prices or offering favorable terms, businesses can attract new clients and solidify their market presence, betting on future profitability as they grow.

The urgency associated with a "must win" scenario underscores the necessity to prioritize market share and client acquisition. While other choices may concern competitiveness or product introductions, they do not inherently emphasize the critical need to secure business at the expense of profit as effectively as a "must win" strategy does. It highlights a proactive approach where the long-term vision of building a customer base outweighs short-term financial gains.