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Those were 4 very good points about retailing and how to manage your profitability, but the true nature of profit MARGINS was misrepresented.

Like most people, even the author confused mark-up with profit margin. In the example where a person bought an item for $19 and then sold it for $29, the author stated that the profit margin was $10.00. Yes, $10 is the profit, but it is not the “margin”.

Profit margin is normally expressed as a percentage. It is the percent of money that you get to keep from the overall sale price. So if the profit on a product was indeed $10 from a $29 sale, that profit margin would be 34% ($10 divided by $29). And the mark-up would be 52%.

This example sorts it out pretty well:

My cost for a widget is $50, and I mark it up another $50 for a sale price of $100.
My mark-up is 100%.
My profit margin is 50%

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