Pricing
Product pricing is important - not necessarily in that it's as cheap as possible, but in that the pricing is perceived as being in line with the quality to the product provided. Sometimes, a premium price is necessary to underscore a sense of quality - people have a hard time accepting that something that is cheap can also be good.
Straightforward and Easy-to-Understand Prices
Consumers feel betrayed when pricing does not meet their expectations. For example, if you sell oranges for twenty cents each, or four for a dollar, customers will see you as dishonest (they expect a discount, not a markup, for buying in bulk).
Even when pricing is honest, but confusing, it leads to mistrust: cellular service providers whose rates were complex (fifty cents for the first five minutes, twenty cents for each minute thereafter, plus roaming charges, during certain times of the week) quickly lost customers to those whose pricing was more understandable.
Simply stated, the customer should have a clear understanding, up front, about the price he will pay for the service he receives - and there should be no unpleasant surprises.
Complete Prices
Completeness of price is also important. The tactic of nickel-and-dime surcharges for additional items that the customer expected to be part of the service package is considered very deceptive and dishonest.
This is especially true when the additional charge is for a necessary component (pricing a cup of coffee, then charging extra for cream or sugar), but also rankles when the business becomes pushy about selling optional features (either pushing one thing over and over, such as an extended warranty, or a large number of additional items).
Beware, also, of going to the opposite extreme of building features into the base product and touting a "package" price for a bundle of features the user may not want.
Generally, the best practice is to price an item and include amenities, but not call too much attention to the "extras." Strike a careful balance between providing amenities that the user needs or is likely to want, and others that serve only to increase the price.
Offering a reasonable number of extra features (for extra prices) is acceptable, but "reasonable" can be subjective.
Some additional charges are also expected - such as taxes or shipping charges. Some businesses have delighted customers by providing a price that is all-inclusive, but that may come at the risk of alienating others who don't pay attention to the fine print and think the product is overpriced.
As a customer, the author stresses the importance of asking what is included, especially when it comes to high-ticket items.
Giving Customers Reasonable Control Over the Price
Where possible, provide flexibility in pricing to give the customer a sense of control, or options to buy less from you but still serve their needs. The author provides a few examples (such as a picture framing shop that also sells parts and offers lessons so people can do the labor themselves), but they seem pretty odd. My sense is any business will need to be innovative to find unique ways in which this would apply.