"Parity pricing is not relevant under the present marketing conditions." Justify either for or against by giving two reasons.

Against the statement — Parity pricing is highly relevant under present marketing conditions due to the following reasons:

1. Severe competition — In today's highly competitive markets where competitive products are largely homogeneous, charging the same price as competitors is the safest strategy to avoid price wars.
2. Difficulty in measuring costs — In modern business, it is often difficult to accurately determine the cost of a product due to common overheads and joint products. In such cases, parity pricing is a logical first step in a rational pricing strategy.