Price is the value that is put to a product or service and is the result of a complex set of calculations, research and understanding and risk taking ability. A price strategy takes into account segments, ability to pay, market conditions, competitor actions, trade margins and input costs, amongst others.
Pricing is the art of getting the correct payment for something. You need to understand the cost of the work you put into creating something (a service or a product) and to understand the current competitors on the market. Therefore, you need the services of a price specialist because it is not an easy analysis.