maximizing model, and even, to a lesser extent, the shareholderwealth maximization model, have certain limitations. Case StUCl'f 2.3: PC World PC World is a major retailer of computers and related equipment in the United Kingdom, calling itself 'the computer superstore'. The market features much heavv advertising by different types of seller: Time, Tin'jar and Gateway, who put together their own packages of components under their own names; Dell, which produces custommade packages as well as standard offers; and retailers like Dixons and Comet which sell a variety of appliances. However, PC World probablv out- advertises them all with its regular fullpage spreads in the major national newspapers. Because of the nature of the product most of the advertisements feature packages at a special sale price. These packages often include a variety of software, and sometimes items like printers and scanners. The featured computers are highly:r competitive in terms of price, and include most major