Retailing: The Customer Is SO Right

The newspaper ad offered a 19-in. portable TV set for $8.98, and crowds of pushing shoppers showed up last week at Manhattan's Masters Inc. dis count store to claim the bargain. Trou ble was that the price before the typo graphical error read $88.98. When Masters' clerks refused to sell the TV sets for $8.98, the crowd threatened to get out of hand. Masters' President Jack Haizen made a quick decision: he had the store closed, ordered the sets sold for the price in the ad—though he was not legally obliged to do so—to 46 adamant customers. Cost to Masters:...

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