Abstract: A method and a system for evaluating, determining and customizing third party marketing services, where a listing of reasonable values for a given criteria is generated and referenced when determining the consideration to be paid for the service related to the criteria. The given criteria may include a geographic area, so that the listing of reasonable values is for a number of geographic areas, and the consideration is determined for services to be provided in any one or combination of the geographic areas. Listing of reasonable values may include a listing of baseline fair market value (FMV) basis points that may be applied in determining the fair market value of marketing services provided. The marketing service provided may be based on a custom marketing plan prepared for a specific partner for a specific geographic area with reference to specific marketing media.