The article discusses how prices are set in markets using different auction mechanisms. It shows that when bids are in fixed increments, second-price auctions and certain English auctions are more likely to generate higher revenues than first-price auctions. Bidders behave differently in these auctions, with some being more aggressive than others. The study also explores how a monopolist can maximize profits when selling different products to consumers with varying characteristics. The presence of set-up costs makes it challenging for the monopolist to fully separate consumers based on their preferences.