Marketing Debate: Is the Right Price a Fair Price? Prices are often set to satisfy demand or to reflect the premium that consumers are willing to pay for a product or service. Some critics shudder, however, at the thought of $2 bottles of water, $150 running shoes, and $500 concert tickets. Taking a position, choose and explain if prices should reflect the value consumers are willing to pay or should prices reflect only the cost of making a product or delivering a service?