What is a MAP pricing policy?

 Let’s define exactly what a map pricing policy is.  In the simplest terms, a MAP policy is a unilateral policy issued by a manufacturer.  The word unilateral is important.  It is not an agreement.  Resellers retain the right to sell and advertise products any way they see fit.  But, that being said, the manufacturer retains the right to state, in their MAP policy, what it considers a violation of the policy and what steps it will take if a reseller violates it.  It is all pretty simple.  Another important point is that the policy only applies to the advertised price, not the actual selling price.