Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / PRICE LEADER PRICE AGAINST STANDARD LEADER
CHOICE 3 COMPONENT: PROVIDE A FREE OR HEAVILY DISCOUNTED PRODUCT FROM A THIRD PARTY
| No. | SIC | Year | Notes |
| 1 | 5942 | 2002 | While Amazon is offering free shipping and greater discounts, other competitors are matching them. Buy.com offers free shipping on most products without a minimum order size and promised to beat Amazon's book prices by 10%. These offers, however, do not seem to have hurt Amazon. |
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