---
title: "Markup — AP Business Definition & Exam Guide"
description: "Markup is the amount a business adds to per-unit cost to set a selling price and earn profit, the backbone of cost-based pricing in AP Business Unit 2.5."
canonical: "https://fiveable.me/ap-business/key-terms/markup"
type: "key-term"
subject: "AP Business with Personal Finance"
unit: "Unit 2"
---

# Markup — AP Business Definition & Exam Guide

## Definition

In AP Business, markup is the amount a business adds on top of the per-unit cost of a product to set its selling price and generate profit. It's the core mechanic behind cost-based pricing in Topic 2.5.

## What It Is

Markup is the extra amount you tack onto what a [product](/ap-business/key-terms/product "fv-autolink") actually [costs](/ap-business/unit-1/how-do-business-ideas-originate/study-guide/EdqjpZ5bjkqJpiGXxy8n "fv-autolink") you to make and sell, so you end up earning a profit instead of breaking even. If a custom deck costs you $3,000 in materials and labor and you charge $4,500, that $1,500 is your markup.

This ties directly to EK 2.5.A.2: businesses look at the [per-unit cost](/ap-business/unit-2/price/study-guide/RjERyO6ETg1j4c5i5lQQ "fv-autolink") of producing and distributing a good before setting a price, because a product is only profitable when the price sits above that cost. Markup is the gap you build in above cost. It's the engine of cost-based pricing, where you start with what something cost and add a set amount (or percentage) on top to land at your final price.

## Why It Matters

Markup lives in [Unit 2](/ap-business/unit-2 "fv-autolink"): Marketing, specifically Topic 2.5 (Price), and supports learning objective [AP Business](/ap-business "fv-autolink") 2.5.A: develop and evaluate a pricing strategy. A pricing strategy is how a business decides what to charge (EK 2.5.A.1), and markup is the most intuitive way to do it. Add a fixed amount above cost and you've guaranteed yourself profit on every sale, as long as customers will pay it. Understanding markup also sets you up to evaluate whether a chosen price actually works given the firm's costs and its pricing power (LO 2.5.B).

## Connections

### [Cost-Based Pricing (Unit 2)](/ap-business/key-terms/cost-based-pricing)

Markup is the move that makes [cost-based pricing](/ap-business/key-terms/cost-based-pricing "fv-autolink") work. You take per-unit cost and add a markup on top to get your price. If you can describe one, you can describe the other; cost-based pricing is just markup applied as a strategy.

### [Margin (Unit 2)](/ap-business/key-terms/margin)

Markup and [margin](/ap-business/key-terms/margin "fv-autolink") both describe the gap between cost and price, but they measure it from different starting points. Markup is the profit as a percentage of cost; margin is that same profit as a percentage of the selling price. Same dollars, different denominator.

### [Break-Even Point (Unit 2)](/ap-business/key-terms/break-even-point)

Markup is literally what gets you past break-even. At break-even, price equals per-unit cost and [profit](/ap-business/key-terms/profit "fv-autolink") is zero. Every dollar of markup above cost is a dollar that pushes you into profit territory.

### [Pricing Power (Unit 2)](/ap-business/key-terms/pricing-power)

How much markup you can actually charge depends on your pricing power (EK 2.5.B.1). In a crowded market with no differentiation, big markups scare customers away; with a unique product, you can mark up aggressively and customers stay.

## On the AP Exam

Markup shows up most often in multiple-choice questions that describe a business adding a set amount on top of cost and ask you to name the pricing strategy. The expected answer is cost-based pricing. One practice stem describes a contractor charging "the total cost of materials and labor plus a markup," and another has a contractor who calculates a $3,000 per-unit cost and wants $1,500 profit per deck. Both point to cost-based pricing. No released FRQ has used the word "markup" verbatim, but the concept supports any pricing-strategy free-response where you justify a price relative to per-unit cost and profit goals.

## markup vs margin

Markup and margin measure the same profit gap but against different bases. Markup is profit as a percentage of cost (a $1,500 markup on a $3,000 cost is a 50% markup). Margin is that same $1,500 profit as a percentage of the $4,500 selling price, which is about 33%. Same product, same dollars, different percentages, so don't treat the numbers as interchangeable.

## Key Takeaways

- Markup is the amount a business adds on top of per-unit cost to set a selling price and earn profit.
- A product is only profitable when the price (cost plus markup) sits above per-unit cost, per EK 2.5.A.2.
- Markup is the mechanic behind cost-based pricing, so a stem describing "cost plus a markup" almost always points to that strategy.
- Markup and margin both describe the cost-to-price gap, but markup is measured against cost while margin is measured against the selling price.
- How large a markup you can charge depends on your pricing power; little differentiation means little room to mark up.

## FAQs

### What is markup in AP Business?

Markup is the amount a business adds on top of the per-unit cost of a product to set its price and earn a profit. It's the core idea behind cost-based pricing in Topic 2.5.

### Is markup the same as margin?

No. They describe the same profit dollars but use different bases. Markup is profit as a percentage of cost; margin is profit as a percentage of the selling price. A $1,500 profit on a $3,000 cost is a 50% markup but only a 33% margin.

### Is markup a pricing strategy on the AP exam?

Markup itself isn't named as a separate strategy. When a question describes adding a markup to cost, the strategy it illustrates is cost-based pricing, which is the answer the exam is looking for.

### How do you calculate markup?

Subtract per-unit cost from the selling price to get the markup amount. For example, a deck that costs $3,000 to build and sells for $4,500 has a $1,500 markup, which as a percentage of cost is 50%.

### Why can't a business just charge a huge markup?

Because pricing power limits it. In competitive markets with little differentiation (EK 2.5.B.1), a high markup pushes customers to cheaper rivals, so you can only mark up as much as customers will tolerate without leaving.

## Related Study Guides

- [2.5 Price](/ap-business/unit-2/price/study-guide/RjERyO6ETg1j4c5i5lQQ)

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