Learning Objectives; Chapter 1 The Business Environment; 1.1 Supply and demand; 1.2 Markets and the Economy; 1.3 Market Forces; 1.4 Types of Buyers; 1.5 Competition; Chapter 2 Marketing Concepts; 2.1 Product Mix; 2.2 Differentiation; 2.3 Segmentation; 2.4 Product Positioning; 2.5 Market Share; 2.6 Marketing mix; 2.7 Transactional Marketing; 2.8 Relationship Marketing; 2.9 Product Life Cycle; 2.10 Benefits; Chapter 3 The Value Concept; 3.1 Definition of Value; 3.2 Resistance in sales; 3.3 Supply and Demand with Value; 3.4 Value: Questions and Answers; Chapter 4 Price; 4.1 Definition of Price. 4.2 The Dimensions of Price4.3 Price Elasticity; 4.4 Optimum Price; 4.5 Pricing Policy; 4.6 Pricing Strategies; 4.7 Services ́Pricing; 4.8 Sales Velocity; Chapter 5 Costs; 5.1 Variable Cost; 5.2 Variable Cost Velocity; 5.3 Manufacturing Cost; 5.4 Other Variable Costs; 5.5 Fixed Costs; 5.6 Other Costs; Chapter 6 Contribution Margin; 6.1 Contribution Margin Definition; 6.2 Optimum Value; 6.3 Breakeven Analysis; 6.4 Applying Contribution Margin; 6.5 Variable Cost Percentage; 6.6 Product Categories; 6.7 Inventory Profitability; Chapter 7 Applying Value; 7.1 Strategy; 7.2 Acceleration. 7.3 Value Life Cycle7.4 Value Model; 7.5 Profitability; 7.6 Income Statements; 7.7 Sources and Resources; 7.8 Value-based pricing; 7.9 Practical Application Cases; Chapter 8 The Value Matrix; 8.1 The Value Matrix; 8.2 Building the Value Matrix; 8.3 Pricing and Strategy; 8.4 Business Modeling; 8.5 Value Matrix Applications; Chapter 9 Ethics in Marketing and Pricing; Conclusion; Appendix 1 Optimization of the Demand Function; Appendix 2 Summary of Formulae; Appendix 3 Value and Contribution Margin; Appendix 4 Sales Volume Variance Analysis; Appendix 5 Discounts. Appendix 6 Solved Problems in PricingBibliography; Index.