If your price is correctly set at the market price,
And there's the issue.
He's right though....IF your price is correctly set at the market price.
Of course there is adjustments in price over time...fuel and shipping prices go up, or the cost of goods go up, for the same items, then the "market" will readjust, and prices will be established at a new market value, eventually....(and at first there will be resistance from the customers to the higher price and sales on the item will drop)....and you will have customers hunting around for the shop that still has the lower price on it....all kinds of things like that take place....but eventually there will be a new market price.
BUT f you just decided to raise your price because you wanted more profit and the market has not done such then you will LOSE SALES on the item because you are not at the going market price on the item or withing a few cents or dollar from it. And I think this is what he is saying?
Department Stores have taken steps over the years to combat a portion this business, by getting EXCLUSIVE brand name items to sell that the vendor has made just for them and sold to none of their competition....they are also venturing in to PRIVATE LABEL items and establishing their own brand names, (''St John's Bay' at JCPenny, Member's Mark at Sam's club) so that they do not have to compete in the market with Brand Name items that are sold to all the competition.
Raising wages is just part of the business, ALL THINGS GO UP, including wages...the cost of goods over time, go up, your shipping costs due to fuel hikes, go up etc etc etc and eventually all goods do reestablish a new market price to do such....
Do you think there is any Store selling goods today that has the same price on their items that they did 10 or 20 years ago? NO WAY.....all those prices eventually went up due to all of those other hikes in the cost of doing business...the same should happen with starting salaries....they should go up with time....and if it is necessary, prices will eventually be reestablished at a higher price.