kodiak,
Have you ever heard the term "keystone pricing"??
Keystone pricing is the doubling of cost, or 100% markup, or 50% profit margin at the retail level. For a small business retailers, keystone pricing is generally considered to be the minimum if you want to be in business a year from now. Some "speciality" type retailers work on profit margins many times higher than that, some lower... but the common profit margin is 50% (100% markup) for small business. The thing is,
most things are not purchased from small business these days...
most things are purchased at big box/ chain/franchize/fleet type retailers. Those types of retailers use the power of volume buying and shear sales volume to undercut small business retailers, yet maintain enough "profit" to stay in business. Typically they work on a 40% profit margin (67% markup) for
most items... clothing, jewelry, and such is a bit different. Every Christmas our local K-Mart runs a 75% off sale on gold jewelry... and people think car dealers are crooks
High end mens clothing stores commonly run a "buy one suit - get one free" sale... and people think car dealers are crooks
You don't really believe they're selling at 75% off or 2-for-1 without making a profit do you?? What's that tell you about the everyday "low" price... hmmmm??
You want the "source"?? Well it's me... I've worked "retail" several times in my life, in small business, in "big box" business, in speciality, door-to-door, auto, clothing... and part of what I do now is "retail" electronics.
Prove my 40% wrong!!
I never hid the "back end" money the dealer makes... that ain't my way, I don't manipulate facts to prove my points. Go back and read post #36, which is the
very first post I mentioned car dealers in this thread... here I'll quote myself for ya'...
"
"New" car dealers make their money on warranty work, service work, parts and the trade-in (if there was one). "
And the only reason I started talking about car dealers in the first place is because of the post by
sb47 when he posted this..
"
Like buying a new car. They price the thing extremely high and then make it sound like your getting a good deal when you get a discount. "
Which beyond false... it's ignorance of the truth. The "sticker" price on a "new" car typically is something less than a 10% profit margin for the dealer. And
the dealer don't even get to set the price... he ain't allowed to by law... the damn car comes to him with the "price" sticker already on it, and law forbids him from removing or altering it!!
But for some reason the "car dealer" is seen as some sort of crook while
most everything else you buy carries a much higher markup... even your favorite "big box" store hammers you harder than the car dealer does. It's a stigma attached to car dealers stemming from the WWII days of rationing, and a few years after... a well deserved stigma at the time, which hasn't applied since the early 60's.