Retail Furs Limited carried on business as a furrier in a large metropolitan city. The general manager attributed much of the company’s sales volume to the use of extensive advertising and frequent “sales.” As a general practice, the store held four sales a year: a summer (off-season) sale, a fall sale, a New Year’s sale, and a spring sale. In addition, the general manager would occasionally hold a special sale if sales volume was below expectations for the year. Each sale normally lasted a month, although extensions were occasionally made to clear models that proved to be poor sellers. During the past year, the company held five sales, and each featured a standard type of mink jacket at 50 percent off the regular price. On the last day of the final sale for the year, a customer entered the store and wished to purchase one of the advertised jackets. The regular price was stated as $6,000, and the sale price $3,000. The customer, however, argued that the regular price was really $3,000 for at least 5 of the previous 12 months. The general manager denied that $3,000 was the regular price and refused to sell the jacket for $1,500. An investigation into the ordinary selling prices of similar jackets in the area found that prices ranged from $2,995 to $7,500, depending upon the quality of the fur pelts, the cut, and the style. Discuss the issues raised in this case.