Pricing methods in the secondary market include cost-based pricing and competitive pricing. Cost-based pricing involves determining all fixed and variable costs to calculate a product's price as cost plus a desired percentage of profit. Competitive pricing sets a company's price slightly below, above, or equal to competitors based on positioning strategy. Pricing in secondary markets allows representation of willingness to pay and uses observed consumer data and economic techniques, though true economic value may not be fully reflected and seasonal variations must be considered.