more than dynamic pricing, however for the sake of uniformity is included. Since the supply of parks is limited and new rides cannot be added based on the surge of demand, the model followed by theme parks in regards to dynamic pricing resembles that followed by the hotel industry. During summertime, when demand is rather inelastic, the parks charge high prices due to the holiday season, whereas during 'off-peak' times such as winters, low prices are charged. 'Off-peak' pricing makes the term 'cheap-holiday' come to life as it encourages ticket sales at times where these parks experience a fall in demand, resulting in a win-win situation for both parties involved. Brands and dynamic pricing In recent years, more brands have launched direct-to-consumer sales channels to capture more consumer data and control brand perception. Many brands turn to dynamic pricing to help manage this sales channel and follow the market. With dynamic pricing, brands can more easily control their market perception and create a direct relationship with consumers. However, the most interesting benefit of a direct-to-consumer strategy is the market data that brands can collect on their customers. Some third-party sellers in the Amazon Marketplace use software to change prices more frequently than would be feasible for people to do, in order to compete for business on price. Dynamic pricing methods There are a number of ways to execute a pricing strategy with dynamic pricing software, and they can all be combined to match any commercial strategy. This section details some of the most well-known and popular pricing methods and explains how they change in a dynamic pricing engine. These pricing mechanisms are from the seller's point of view and not the consumer's point of view, meaning that the seller plays an active role in the price setting due to the assumption of high bargaining power of sellers. Cost-plus pricing Cost-plus pricing is the most basic method of pricing. A store will simply charge consumers the cost required to produce a product plus a predetermined amount of profit. Cost-plus pricing is simple to execute, but it only considers internal information when setting the price and does not factor in external influencers like market reactions, the weather, or changes in consumer value. A dynamic pricing tool can make it easier to update prices, but will not make the updates often if the user doesn't account for external information like competitor market prices.