To illustrate this method, we can use an example involving the concessions operation of an intercollegiate athletics program. Suppose the director decides to run her overall concessions pricing on a cost plus 40 percent basis. She might begin with hot dogs, a fast-selling item, and mark them up by 100 percent.Thus, hot dogs will sell for twice their cost. Markups may vary for other product-cola at 400 percent. programs at 200 percent, novelties at 10 percent, and so on--so that the total return is 40 percent.