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The categories of pricing mechanism and the methods for getting the right pricing done are presented. The influence of customer perception and behavior on pricing is also discussed.

The important lesson of listening to the customer to survive in the marketplace is emphasized using the Standard Industrial Lubrication company's recent turnaround example.

A study on the merging of approaches to determining the direct sales effects of marketing and effects of customer mindset metrics show that liking, awareness and purchase consideration affect sales beyond the direct impact of advertising and price. Findings regarding the competitors' and brand's mindset variables are discussed.

The importance and influence of consumer needs and feedback in marketing is discussed. The marketing strategies keeping consumer in mind are presented.