Re: We No Longer BUY Premier Heritage Scopes!
I'm wondering why some companies can get away with MAP pricing while others can't. It ultimately boils down to what your willing to pay. Nightforce may be able to get away with MAP pricing only because its MAP price is pretty close to what people are willing to pay. Supplies are limited due to military contracts, and demand is high due to marketing forces (in part because of military contracts - a NXS was depicted in a newspaper picture the other day having to do with UBL, go figure).
On the other hand Premier lacks major contracts, doesn't market itself as well as others, yet demands a MAP price clearly out of sync with what people are willing to pay.
At best, Premier hopes that enforcing its MAP policy will result in you and me thinking somewhere along these lines:
"Hey this scope costs $3,000+" -> [looks around]
"wow all the dealers are charging $3,000+" -> thus
"these scopes must be really something!" -> [plops down $3,000+]
I don't have a Premier but I hope that, if they actually have a decent product, that they learn that price fixing does not work and that a product ultimately sells itself. Think of it this way, imagine if a law was passed setting all Rolex watches at $10. People will still be willing to pay higher prices because they're willing to. The vice versa is also true.