Why is pricing like a "balancing act"? Select answer from the options below Your brand and price setting are not the only ones on the high wire. So is the competition's, which can lead to a price spiral or collapse. Managers needs to constantly raise and lower prices without jeopardizing the rate of return. If prices are set too high, you risk losing customers, but setting prices too low can have financial consequences. Managers should see the price in economic terms. Setting them too low can result in outstripping supply in relation to demand