In the movie comedy “Ruthless People,” Danny DeVito plays a vicious fashion executive who at one point snarls about how deeply he despises any salesman who cuts his price to get orders. Now imagine that character listening on the phone while the kidnappers holding his wife for ransom lower their demands. It’s a hilarious scene: You can almost see the hot blood rise and burn a hole in the top of DeVito’s balding head.On a more serious note: How do you set your prices? There is a time and a place for everything — including low prices — so long
