Twо high-end cаr mаnufаcturers, Alpha Mоtоrs and Beta Motors, produce luxury sedans with nearly identical mechanical specifications and performance metrics. Beta Motors sets its vehicle prices by calculating total engineering and manufacturing costs, then adding a standard 15% profit markup. Alpha Motors takes a different approach: they focus on personalized customization, exclusive ownership perks, and high-status brand positioning, allowing them to charge 40% more than Beta Motors for the exact same underlying vehicle platform. Which core pricing principle explains why Alpha Motors is able to capture significantly higher margins than Beta Motors? (Select the best answer)