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04-03-2012, 12:57 PM   #1
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Lens pricing increase


There has been a lot of speculation about the pricing increase (or what is being reported as a pricing increase) for Pentax lenses. Can you offer an explanation as to the business side of this decision? Is there some benefit for consumers that is difficult to see?


04-04-2012, 07:11 AM   #2
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Pentax USA has instituted a unilateral pricing policy similar to what Sony's SURE program and Nikon USA's price policies set. Unilateral pricing dictates the minimum selling price a retailer can charge. This is more severe and more restrictive than MAP (min advertized price) programs. An MAP rule sets the lowest advertized price but the retailer is free to charge whatever selling price the retailer sees fit. A unilateral price policy sets the minimum selling price and retailers may not offer discounts from that base price unless specifically authorized to do so.

My experience with other suppliers is new rules like these are strictly enforced and the penalties for violating them are severe.

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