"In the end, the customer will decide whether a product's price is right. pricing decisions, like other marketing mix decisions, must start with customer value."(Kotler, Marketing An Introduction, ch. 9 pg. 260) so with the Eating With Your Face, Cooking With your Sole cook book we see what the demand is for the book. Then we take into account that our customers are handicap and need to spend money on other needs besides cook books. At the same time the price keeps the customer with the feeling of a high end cook book. So by understanding our customer value we can accurately price the Eating With Your Face, Cooking With Your Soles cook book.