A: When your customers don’t just refuse to buy your overpriced product — they’re insulted that you are actively trying to rip them off. This is the point where one lost sale turns into long-term lost business and negative word of mouth.

Here’s a photo from a movie theater in Naples, FL that is trying to charge $4.75 for a 50-cent bottle of water. $2 would be a fair profit — maybe $3. But $4.75?

Who is the person at your company who has the job of stopping this sort of thing?