How can two nearly identical products sell at wildly different prices? Look at handbags. You can buy a perfectly good purse at Walmart for about seventy three dollars, made of ostrich no less. Walk a few doors down and Coach sells you a bag that carries your keys no better for twelve hundred. Ralph Lauren will take you up toward twenty thousand. The bags all do the same job. The difference is not the leather, it is positioning, trust, promotion, and what happens during the sale. Walmart has almost no selling process because it does not need one. The luxury houses [...]