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Muito bom este "What Business Owners Don’t Know About Price….."

"For starters, they do not understand how elastic price is. Only a small percentage of buyers of anything make a small percentage of their decisions sole or predominately based on cheapest price. If more did, the Yugo’d be the car you see on the road most; no clothing store would exist but Wal-Mart.
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Second, they do not understand people buy at different price levels. Yes, obviously, there is a Wal-Mart customer, probably in every category (although it is a big mistake to think Wal-Mart’s chief attraction to its customers is lowest price. It isn’t. It’s more complicated and clever than that. It has more to do with the social and entertainment experience.)  But there is also a Nieman-Marcus customer, in every category. You can get a steak dinner at Dennys, you can get a steak dinner at Mortons. You can sleep at a Marriott Courtyard or a full service Marriott. Or a Ritz Carlton. You pick your own clientele, so if you wish, you can certainly pick those for whom price is low on the totem pole.
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Third, they try to compete on price. My preaching on this has been consistent for over 20 years: if you can’t be THE cheapest, there’s no benefit in being almost the cheapest.
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If you’re in a commodity business –get out. I mean: reinvent. Find another basis to compete on.
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Fifth, they live in fear. Any business decision made out of fear is a bad decision. Most business owners needlessly under-price, raise prices too little too late, and ignore opportunities to sell premium priced versions of their products and services entirely out of fear.  Price paid is a result of target market selected, value built, value proposition presented, salesmanship, credibility, celebrity, brand, buying experience and many other factors. It actually has very little to do with objectively measured intrinsic value.
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This dramatic difference between intrinsic, objective value and perceived value exists in every business, industry, profession, city and town. There’s always somebody successfully selling at prices or fees dramatically higher than everyone else, with a difference far greater than the objective difference that exists in the quality, competence or delivery. If one can, so can you."