In the market economy the business success of any company or entrepreneur mostly depends on the correctly chosen strategy and tactics of pricing on goods and services. Pricing is a rather difficult process because prices mostly depend on the situation in the market. The range of political, economic, psychological and social factors has a great influence on the price level. Today your price can be determined by the costs factor, and tomorrow its level will depend on the customer's behavior.
They are kidding themselves. People saving for their pensions and other long-term commitments tend to assume they should put a lot of their money in the stockmarket. Over the long run, goes the theory, equities will always produce higher returns than safer assets such as government bonds and cash because they are riskier (more volatile, in other words) and because shareholders benefit from economic growth whereas bondholders do not.