Alan Perlis

The first pricing constant is that price is always on the table. Every customer in every purchase setting is aware of price. It's always one of the factors that enters into their decision. If other factors such as product attributes, service and location are seen as equal, price becomes the factor. Fooling customers is rarely a business model that leads to sustained success, particularly in today's era of price transparency online. It's far better to believe in this first constant and recognize that price is always a factor.