Marketing: Pretty Picture

For the millions of Americans who wonder when the price of color television will come down, the TV set manufacturers cite the title of one of the popular network shows: The Price Is Right. As far as they are concerned, it seems to be. They are selling all the sets they can produce — at any price.

Because the makers are unable to keep up with rising demand, many frustrated customers now find they must wait up to six weeks for delivery. Says Zenith President Joseph Wright: "Everybody underestimated the strength of the color market for the last two...

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