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In terms of price, Toyota appears to be highly competitive, keeping car prices lower than what would be found domestically in the United States. Any business of this variety must consider their pricing models based on the cost of goods sold (supply chain costs generally) and what customers will actually be willing to pay based on perceived quality. Toyota’s sales volumes have continued to increase year-by-year until the recent global economic crisis, which points toward a pricing model that is acceptable by consumer standards and expectations. Since Toyota and other companies create multiple, international models of cars, there is no distinct pricing model available through research which indicates specific, targeted pricing guidelines as a part of Toyota’s marketing. In this sense, the sales volumes tend to speak for themselves.