Given the demand-supply field in which firm functions, and the absence of equilibrium, individual firms compete with each other in a continuous manner, changing perceptions of value and stimulating demand for their particular brand. Thus, within the real world there is no such artifice as pure competition where the price relationship alone determines volume. In fact, variations of product perceptions, hence value, are developed by variations to four elements in the marketing function: product features, product/l brand perception or, image, time and place utility, and finally, value. These elements of the marketing mix-product, promotion, place and price-are modified to shift the product location away from the mass market position toward a differentiated, niche or “monopolistic” market position that commands a senior price.