Marketing executives at our major gun companies are aware that they need to offer their customers many choices in every gun style. That's true not only for optional features such as sights, grips and lasers, but also for pricing . The overwhelmingly most popular type of handgun today is the high capacity, DAO auto in 9 mm or .40 S&W, usually with a receiver made of molded polymer. This style of gun is available at a wide array of prices. Current industry jargon for the suggested retail price is the “price point.” The point I am making is simply that big makers would like to have a gun of this type available at several different price points—literally several different guns. Obviously, this is done to attract as big a percentage of the potential buyers as possible.
November 29, 2010
