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Article: Suggested retail price down, but don't start counting yet. (moves to eliminate list prices meet industry opposition) (Trends & Technology)
- Article from:
- Computer Shopper
- Article date:
- March 1, 1992
- Author:
CopyrightCOPYRIGHT 1992 SX2 Media Labs LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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If the suggested retail price doesn't die, it won't be for lack of potential murderers.
Its many critics say suggested retail prices are at best irrelevant and confusing, and at worst, border on unethical and possibly even illegal.
Although savvy consumers generally ignore list prices, many advertisers and marketers continue to hail it as the starting point from which their "discounts" descend.
The $64,000 question is, will the industry hang on to what some detractors consider a dubious marketing ploy, and if so, why?
Compaq Computer Corp. recently discontinued the practice in Europe, while Hayes Microcomputer Products brought out its ...