ponyboy96 - 6:18 pm on Feb 8, 2010 (gmt 0)
Here's another take on MAP.
What if you are a new store opening up and you don't have the buy-in power? Then comes all the other guys selling for cheaper than you can buy the product. How can you compete? The other shops price you out of the market "predatory pricing" anyone? Let's not forget that in order to sell brand X's products you agreed not to sell below MAP. Those of us that have to play by the rules are then hurt by those that don't.
If you have the buy-in power then you stand to make more money by selling at MAP. To sweeten the deal you just offer free shipping, better service, etc... It really protects your bottom line.