"they mistake turnover for profitability"

Muito sumo em "9 Ways Your Pricing Strategy Sucks":

"Why do I want to talk about pricing? There is a disease called “Price Discounting.” It is like heroin. It will kill you and your business. Let me give you an example to explain this:
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You make a 30% gross margin. You decide one day to reduce your prices by 6%. That means that you now have to increase your gross sales by 25% to make the same gross profit. Now that is just insane, but that is what occurs in the market place.
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Especially in time when there is fear, anxiety and sales restriction. People get gun shy. They play Russian roulette with their own business. Businesses go broke because they do not sell in their market; they do not understand the implications of pricing; they mistake turnover for profitability and they grow their sales and wonder why they are not making any money.
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So here are the nine reasons why your pricing strategy could suck:
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1. You price by a textbook formula or an industry norm.
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2. You have an excessive concern about your competitor's pricing.
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3. You attract customers who buy on price....
4. A predetermined belief that is all they will pay.
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5. You allow apple to apple comparisons....
6. You have created no differentiation....
7. You do not offer premium price options.
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8. Ignorance or stupidity about business math.
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9. Poor self or business esteem or feelings of not deserving more."