The document discusses economic value pricing, which is based on pricing a product at or below a competitor's price plus the additional value it provides to customers. It notes some reasons for pricing below a product's economic value, including uncertainty over benefits, newness, temporary discounts, and large purchases. The document also discusses using economic value pricing to evaluate if a product or advertising is priced correctly, estimating price elasticities, ways to improve pricing analysis, pricing along a demand curve to different customer groups, product and customer-based segmentation models, and threats to pricing power like substitution.