MERCHANDISING: The $64 Answer

In the war of the ball pens most Johnny-come-lately penmakers are waging battle by an old competitive maneuver, cutting. But Eversharp, Inc., which has shot up from a near bankrupt company to the biggest pen & pencilmaker in the world, dollarwise, last week tried a new trick. It brought out a new ball pen, with a retractable point, to sell for $25 plus tax, ten dollars more than its present model.

High Prices. The merchandiser who promulgated this piece of business iconoclasm is Eversharp President Martin L. Straus II, 50, who works...

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