OnDemand WTP Pricing Research


One should always take a little time out to enjoy the lighter side of their profession. Enjoy the following collection of our favorite pricing related quotes.


“You can determine the strength of a business over time by the amount of agony they go through in raising prices.”

     – Warren Buffett

“Pricing strategy always has been more of a poker game than a science.”

     – William T. Moran

“Successful pricing is an art, not a science.”

     – John I. Leahy

“There is no point in matching a competitor if the nearest store is 50 miles away.”


“Consumers rarely respond to the lower prices enough to offset lower margins.”


“Pricing decisions are not easy to make; they are often inherently ‘soft’.”

     – William E. Johnson

“There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man’s lawful prey.”

     – John Ruskin

“Pricing is the only element in the marketing mix that produces revenue; the other elements produce costs.

     – Phillip Kotler

“For me, it’s not about price. It’s about necessity, quality, and usefulness.

     – Fergie

“Pricing is the moment of truth – all of marketing strategy comes to focus on the pricing decision.”

     – Raymond Corey

“Price is what you pay. Value is what you get.”

     – Warren Buffett

“Perhaps the reason price is all your customers care about is because you haven’t given them anything else to care about”

     – Seth Godin

“Nowadays people know the price of everything and the value of nothing.”

     – Oscar Wilde

“The moment you make a mistake in pricing, you’re eating into your reputation or your profits.”

     – Katharine Paine

“The value of money comes from the private sector in the form of price for product, services rendered, what people are willing to pay for something they want or need. That’s where value happens.”

    – Rush Limbaugh

“Pricing is actually pretty simple…Customers will not pay literally a penny more than the true value of the product.”

     – Ron Johnson

“The single most important decision in evaluating a business is pricing power,” Buffett told the Financial Crisis Inquiry Commission in an interview released by the panel last week. “If you’ve got the power to raise prices without losing business to a competitor, you’ve got a very good business. And if you have to have a prayer session before raising the price by 10 percent, then you’ve got a terrible business.”

     – Warren Buffett

“With the price of life these days, you’ve got to get everything for free you can.”

     – Carl Rogers

“Accept certain inalienable truths: Prices will rise. Politicians will philander. You, too, will get old. And when you do, you’ll fantasize that when you were young, prices were reasonable, politicians were noble, and children respected their elders.”

     – Mary Schmich

“The bitterness of poor quality remains long after the sweetness of low price is forgotten”

     – Benjamin Franklin

“People want economy and they will pay any price to get it.”

     – Lee Iacocca

“The show is not selling, let’s raise prices!”

     – Ronda Helton

“People tend to be clueless about prices. Contrary to economic theory, we don’t really decide between A and B by consulting our invisible price tags and purchasing the one that yields the higher utility, he says. We make do with guesstimates and a vague recollection of what things are “supposed to cost.””

     – William Poundstone

“You know you’re priced right when your customers complain—but buy anyway.”

     – John Harrison

“We knew how much these people were paying for cocaine—and the more coke cost, the more people wanted it. We applied the same marketing plan to our budding catering operation, along with a similar pricing structure, and business was suddenly very, very good.”

     – Anthony Bourdain

“Prices are ultimately set by value, not by the competition or supply/demand, but by value.”

     – Ron Baker

“Anyone can sell a Mercedes for the price of a Hyundai.”

     – Larry Best

“Oil prices have fallen lately. We include this news for the benefit of gas stations, which otherwise wouldn’t learn of it for six months.”

     – Bill Tammeus

“Never, ever suggest they don’t have to pay you. What they pay for, they’ll value. What they get for free, they’ll take for granted, and then demand as a right. Hold them up for all the market will bear.”

     – Lois McMaster Bujold

“PRICE (noun) Value, plus a reasonable sum for the wear and tear of conscience in demanding it.”

     – Ambrose Bierce

“Product Pricing is aligned to the way customers want to acquire their solutions and are delivered via different delivery models including appliances, the cloud, or as on-premise software solutions.

     – N. Robert Hammer

“This thing called ‘price’ is really, really important. I still think that a lot of people under-think it through. You have a lot of companies that start and the only difference between the ones that succeed and fail is that one figured out how to make money, because they were deep-in thinking through the revenue, price, and business model. I think that’s under-attended to generally.”

     – Steve Ballmer

“Nobody ever wins a price war – it’s all about who survives the longest.”

     – Aki Kalliatakis

“Price is very rarely the reason why our customers don’t buy. We have to be honest with ourselves and realize that we failed to show them the value that our product has. Increase value and price becomes secondary.”

     – Nick Stringari

Please send us an email with any other great pricing related quotes, cartoons, videos, infographics, etc. that you think are worthy of posting.