1. The book (Jiambalvo, J. Managerial Accounting. 7^th Ed 2020, Chapter 8 Pricing Decisions, Customer Profitability Analysis, and Activity -Based Pricing) says that pricing decisions are often the most difficult decisions managers face.

Why is this so? What can managers do to ease this burden and arrive at an appropriate price for the company and the customers? How would you know the price selected was a good decision?