The Chapter explains how to determine customer value, how to set pricing objectives, how to estimate demand curves, how to determine costs, and how to select a pricing method. The Chapter emphasizes that companies should tailor their pricing strategies to the specific needs of their customers, their industry, and the competitive environment. Pricing is more than just setting a number on a price tag; it is a process of creating a strategy that takes into account all aspects of a company's operations and the market in which it competes.

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