Some of your company’s prices are too low. Some customers would pay more, and there are times and places where you could charge more. Of course none of your customers will tell you this, though they readily tell you when your prices are too high. In the meantime, your competitors seduce your customers with promises of lower prices, or besiege you with price wars. On a daily basis, the media challenge profitable businesses and train their audiences to be price-sensitive bargain hunters. All this price pressure is one way: downwards.
Source: Business & Financial Management