definiens: ) shall mean in the case of Product sold by [COMPANY] or an Affiliate or a permitted sub - licensee, that sum determined by deducting from the aggregate gross In Market sales proceeds billed for the Product by [COMPANY] or, its Affiliate or a pernlitted sub­licensee, as the case may be, in accordance with [COMPANY] 's standard accounting principles, a maximum deduction of 15 % to cover the following : ( a ) customs duties or other taxes ( excluding income or corporation tax ), directly related to the sale of the Product which are paid by [COMPANY] or its Affiliate or permitted sub - licensees as the case may be ; ( b ) a discount from the gross sales proceeds to cover such normal costs as are incurred by [COMPANY] or its Affiliates or permitted sub - licensees, as the case may be, in respect of transport, shipping insurance, returns, discounts or expenses rebates directly related to the sale of the Product