here is the US, pricing is almost like a game of "spin the wheel of fortune". there are very few standards for anything related to photography. consider 1) that, with no regulation, certification requirements, or licensing, anyone owning a camera (or having access to one) can start a photography business. 2) professional associations can only offer broad guidance for pricing without running afoul of price-fixing laws. 3) the market ranges from people with decades of experience in hiring professional photographers, knowing what to ask for and knowing what to expect, to people who have never hired a professional and have no clue what to ask or expect. in so many situations, whether it is a first time bride talking to a photographer who has never shot a wedding or a newly hired administrative assistant asking a friend who has taken some nice pictures with their new dslr about shooting some corporate headshots, it is the blind leading the blind.
most people limp along, way under-pricing their work, until they either figure out what they really need to be charging and are actually good enough photographers to justify their rates and good enough salespeople to get their rates, or they quit.
if someone works in the business part-time or semi-pro, they can float along for quite some time, charging whatever they think is fair. it's only when they get serious that they discover the difference between what they think is fair and what they need to survive - and often, that gap is too much to bridge.
if you're in a place where there is an accepted industry standard, such as the BUR, you have a fighting chance to keep everyone on the same page and to use your photography and client service reputation as the chief sales points, as opposed to competing primarily (or solely) on price. otherwise, it is critical to have a true understanding of your cost of doing business so that you develop sustainable rates for pricing your work.
