Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided for chapter 7.

At selected points in the text, the ✚ symbol and a short title refer to the relevant additional material.

Here you will find the list of contributions to Chapter 7 :

• 4-1/7-3: Price research - determining willingness to pay for new products using the Gabor-Granger test

• 7-1: Kindle Fire - Influencing the perception of net benefit through advertising

• 7-2: Determining the optimal electricity tariff using choice-based conjoint analysis

• 7-4: Influencing perceived price favourability through umbrella pricing

• 7-5: Time-based price differentiation for air travel

• 7-6: Discount battle in the car trade

• 7-7: High attractiveness of private financing and leasing offers for cars