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Article: Microsoft will no longer use suggested retail prices.
- Article from:
- Software Industry Report
- Article date:
- May 16, 1994
CopyrightCOPYRIGHT 1994 Millin Publishing, Inc. 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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Microsoft Corp. says it will no longer use suggested retail prices for its products, acknowledging for the first time that dealers set the price of its products.
"Today, the discrepancy between suggested retail prices and actual retail prices is such that SRPs (suggested retail prices) no longer serve this purpose at all," says Mike Appe, Microsoft's vice president of reseller and end-user sales.
"Price-conscious customers simply ignore SRPs and look at the prices advertised, and new customers are just confused by SRPs." The Redmond, Wash.-based company said that the move, effective July 1, will cover products sold in the US and Canada. Microsoft ...