Penny pricing occurs when AMP - URA is less than $0.00. This can occur for a variety of reasons but the most common is when there is a large commercial discount available in the market that establishes a Best Price combined with historical price increases that exceed the rate of inflation.
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The presenter spends significant amount of time using penny pricing for his rebate examples. In the interest of full disclosure and to provide a more complete picture, he should explain what situation(s) lead to penny pricing. Using penny pricing in the examples (without explaining why the penning pricing exists in the first place) does not give attendees a complete picture and leads attendees to question the value of the information being presented.