Wednesday, March 11, 2009

Resale Price Maintenance

I work for a small music store chain of three stores in northeastern Ohio. We sell guitars, basses, drums, pianos, PA systems, and much more. We only cover a small area and most of our customers are return customers that have become friends with management or just prefer shopping at a small market music store as opposed to a national chain or online retailer. I feel this is because we will focus on each individual customer and help them with their individual needs. If this means that we sit down with them for a while and let them try out the product, then that is what we will do. We do not focus on selling as much product as we can, but more on the quality of the sale and the customer experience. Therefore, we are forced to try and make more profit on the items that we sell compared to the national chains or online retailers. Without a resale price maintenance enforced by the manufacturers, we might not be able to compete in the market. However, since there is one on most of the products that we carry, we are able to make enough profit to stay in business and maintain the business strategy that we have. Without this resale price maintenance enforced by the manufacturers, the online resellers and national chains would drive the price down and we could no longer afford to stay in the market and would have to go out of business.

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