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...choice. . . 267 Study Map 268 Objective Summary 268 Key Terms 268 Chapter Questions and Activities 270 Marketing in Action Case: Real Choices at Starbucks 271 Step 2: Estimate Demand 302 Step 3: Determine Costs 307 Step 4: Evaluate the Pricing Environment 312 PRICING THE PRODUCT: ESTABLISHING STRATEGIES AND TACTICS 316 Step 5: Choose a Pricing Strategy 316 Step 6: Develop Pricing Tactics 320 PRICING AND ELECTRONIC COMMERCE 323 CHAPTER 10: Services and Other Intangibles: Marketing the Product That Isn’t There ..............................................................272 Real People, Real Choices: Here’s my problem. . . 273 274 MARKETING WHAT ISN’T THERE Dynamic Pricing Strategies 323 Online Auctions 323 Freenomics: What If We Just Give It Away? 323 Pricing Advantages for Online Shoppers 324 PSYCHOLOGICAL, LEGAL, AND ETHICAL ASPECTS OF PRICING 325 What Is a Service? 274 Characteristics of Services 274 The Service Encounter 277 How We Classify Services? 278 Core and Augmented Services 279 Psychological Issues in Setting Prices 325 Psychological Pricing Strategies 326 Legal and Ethical Considerations in B2C Pricing 327 Legal Issues in B2B Pricing 328 RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World 329 C O N T ENTS | xiii Real People, Real Choices: Here’s my choice. . . 330 Study Map 331 Objective Summary Key Terms 331 331 334 CHAPTER 13: One-to-Many: Advertising, Public Relations, and Consumer Sales Promotion......

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