Sign up for our email alerts and get 20% off  

Minimum Advertised Pricing (MAP) Policy

In order to maintain the integrity of the Hickok Waekon product brand, Hickok Waekon has unilaterally established a Minimum Advertised Pricing (MAP) Policy for distributors and resellers of Hickok Waekon manufactured products. This policy has been established to protect and support all resellers of our products. The intention of this policy is not to interfere with the businesses of our distributors and resellers, but rather to enable customers to have sustainable business practices by allowing for a reasonable profit margin. The Hickok Waekon MAP policy is effective January 1, 2016 and applies to all approved distributors and resellers of Hickok Waekon products.

The MAP policy shall work under the following guidelines:

The MAP for all Hickok Waekon products shall be no less than the price provided on the most current WD Price List. MAP is unilaterally established by Hickok Waekon for all products and may be adjusted by Hickok Waekon at its sole discretion.

The MAP policy applies to all advertisements of Hickok Waekon products in any and all media, including, but not necessarily limited to, flyers, posters, coupons, mailers, inserts, newspapers, magazines, catalogs, mail order catalogs, Internet or similar electronic media, television, radio and public signage. The MAP policy is not applicable to any in-store advertising that is not distributed to the customer.

Pricing listed on an internet site is considered an “advertised price” and must adhere to the MAP policy. Once the pricing is associated with an actual purchase (an internet order), the price becomes the selling price and is not bound by this MAP policy. Statements such as “we will match any price”, “add to cart to see price” and “call for price” are acceptable.

MAP applies only to advertised prices and does not apply to the price at which the products are actually sold or offered for sale to an individual consumer within the distributor or resellers’ location, over the telephone or through a “bid” process. Distributors and resellers of Hickok Waekon products remain free to sell these at any prices they elect.

The Hickok Waekon MAP policy does not in any way limit the ability of any distributor and/or reseller to advertise that “they have the lowest prices” or, they “will meet or beat any competitors price”, that users of the product should “call for a price” or phrases of similar import as long as the price advertised or listed for the products is not less than MAP.

MAP does not establish maximum advertised prices. All distributors and resellers may offer Hickok Waekon products at any price in excess of the MAP established for such product.

From time to time Hickok Waekon may discontinue models or engage in promotions with respect to certain products or engage in the sale of “close out” products. In such events, Hickok Waekon reserves the right to modify or suspend the MAP with respect to the affected products by notifying all distributors of such change. Hickok Waekon further reserves the right to unilaterally adjust the MAP with respect to all or certain products at its sole discretion when it releases its’ annual updated price files or upon seven (7) days advance written notice to distributors, provided that such changes shall apply equally to all distributors and resellers of Hickok Waekon products.

Hickok Waekon may monitor the advertised price of distributors or resellers directly. In the event a distributor or reseller chooses not to follow the MAP policy, sanctions can be unilaterally imposed by Hickok Waekon at its’ sole discretion. Intentional and/or repeated failure to abide by this policy may result in a shipment hold on open purchase orders and potential termination of distributorship.

The Hickok Waekon Sales and Marketing Management Team shall be responsible for determining whether a violation of the policy has occurred, communicating decisions to distributors and/or resellers regarding the policy and receiving any communication regarding sanctions imposed under this policy. Questions or comments regarding this MAP policy can be directed to Sales and Marketing Management at Hickok Waekon 10514 Dupont Ave. Cleveland, OH, 44108.

This MAP policy has been unilaterally established by Hickok Waekon to help ensure the legacy of Hickok Waekon as a top producer of high quality, professional diagnostic products and to protect the reputation of its name and products. The MAP policy is also designed to ensure distributors and resellers have the incentive to invest resources into services for Hickok Waekon customers.

Hickok Waekon reserves the right at any time to modify, suspend, or discontinue the MAP policy in whole or in part or designate promotional periods during which the terms of the policy change or designate periods of time during which the policy is not applicable. Policy modifications shall be made available on the Hickok Waekon website at