I think Marlin's mistake may have been making the gun in 12ga. Back then, there were bunches of 12ga Elsies on the market for not a lot of money. If they'd brought it out as a 20--far fewer of those produced, compared to 12's, in any of the old American classics--it might have sold better.
By 1968, the sxs market in the States had started to revive somewhat. The Ithaca SKB's were selling well. There were decent European imports again, from Beretta, Bernardelli, Sauer, etc. And Browning wasn't long from making the plunge with its Miroku-made BSS.
Re prices, I bought an Ithaca SKB 150 in 1972, new, for $162. That was a military rod and gun club price, so I'm sure normal retail was somewhat higher. My other option at the same club was a 101 for $190.
