Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PRODUCT COST SAVINGS SEGMENT / DISTRIBUTION BUSINESS FUNCTIONAL COSTS / PRESENT COST
CHOICE 3 COMPONENT: CHANGE THE LIST PRICE
| No. | SIC | Year | Notes |
| 1 | 4724 | 2003 | Orbitz's fees for airlines are sharply lower in part because it directly connects to the airline's booking system, cutting out middlemen fees. |
| 2 | 5942 | 1998 | Borders superstore stocks about 150,000 different book titles and 50,000 music selections, as well as videos. The prices are about as good as they get: 10% off the list price of most hardcover books, 30% off New York Times hardcover best sellers. |
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