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...Chapter learning aims to enhance your understanding of pricing as a marketing function the key internal factors and external forces influencing decisions use dynamic for effective yield management terms value is co created by service provider who offers proposition customer decides extent which providing benefit meet need at fair price foundation in relationship between supply demand what exchanged return product or that perceived constantly changing markets necessitate decision making flexible fluctuating levels maximise on investment plays major role consumers perceptions their purchase influenced other elements mix eg distribution promotion one most financial business current situation occupancy rate relative level capacity fixed costs variable methods commission brand equity particularly loyalty strategy market positioning objectives life cycle stage...