The vast confusion over one company's pricing policies and "price fixing" - an entirely different matter, is interesting.
If I decide to manufacture widgets, I am free to price them as I see fit. I am free to hire my own salespeople or to subcontract with independent salesmen (often known as "authorized dealers") to sell my product at the price I dictate. I am free to write those pricing policies right into the sales contract, and I am free to fire or cut off any of my salespeople who violate our agreement. This is pricing policy within the company. As a manufacturer of widgets my goal will be to charge the full value to the public for my widgets, and I will take steps to increase the public's assignment of value to my widgets so I can actually sell them at the price I want to charge. This is called advertising.
Now, let us assume, for a moment, that there are just too many widgets out there to support my prices. If I'm honest, I must then take action. I can lower prices. I can introduce a "new, improved" widget that makes mine "better" and worth the price. If I'm really sharp I can start a clique with a cute name, say "TRW" (The Right Widget) and have my customers be my most vocal advocates... "You're not using TRW."
But if I'm dishonest, and can enlist the conspiracy of enough of the other widget manufacturers, I can get together with them for a secret meeting and we can agree as an industry to raise the price of widgets together, and avoid all that pesky "supply and demand" stuff. This is "price fixing" and is illegal.
But in the dive gear industry, there are plenty of choices, widgets galore, and no "price fixing" - only "pricing policies." If one company's pricing policy irritates you, buy a different brand - advertising, labeling and marketing schemes aside, quality products are available at better prices. When your price sensitivity meets your brand sensitivity, you'll have the right choice. Even if it isn't the "Right" choice.
Rick
If I decide to manufacture widgets, I am free to price them as I see fit. I am free to hire my own salespeople or to subcontract with independent salesmen (often known as "authorized dealers") to sell my product at the price I dictate. I am free to write those pricing policies right into the sales contract, and I am free to fire or cut off any of my salespeople who violate our agreement. This is pricing policy within the company. As a manufacturer of widgets my goal will be to charge the full value to the public for my widgets, and I will take steps to increase the public's assignment of value to my widgets so I can actually sell them at the price I want to charge. This is called advertising.
Now, let us assume, for a moment, that there are just too many widgets out there to support my prices. If I'm honest, I must then take action. I can lower prices. I can introduce a "new, improved" widget that makes mine "better" and worth the price. If I'm really sharp I can start a clique with a cute name, say "TRW" (The Right Widget) and have my customers be my most vocal advocates... "You're not using TRW."
But if I'm dishonest, and can enlist the conspiracy of enough of the other widget manufacturers, I can get together with them for a secret meeting and we can agree as an industry to raise the price of widgets together, and avoid all that pesky "supply and demand" stuff. This is "price fixing" and is illegal.
But in the dive gear industry, there are plenty of choices, widgets galore, and no "price fixing" - only "pricing policies." If one company's pricing policy irritates you, buy a different brand - advertising, labeling and marketing schemes aside, quality products are available at better prices. When your price sensitivity meets your brand sensitivity, you'll have the right choice. Even if it isn't the "Right" choice.
Rick