Want to heat up your weekly sales meeting? Bring up the subject of MAP versus MSRP and watch the sparks fly.
For manufacturers, pricing strategy is as prickly as brand messaging versus SEO (a topic we’ll reserve for a future blog post). Simply put, when you establish MAP, or minimum advertised price, your channel partners cannot advertise your product for less than the designated price. Since price fixing violates antitrust law, your dealers can sell your products for less, but they cannot advertise your products below MAP via any online or offline channel.