Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RETAIN CUSTOMERS
CHOICE 2 ISOLATE SEGMENTS: TARGETED COMPETITOR SEGMENT
CHOICE 3 COMPONENT: PROVIDE A FREE, OR HEAVILY DISCOUNTED, PRODUCT FROM THE COMPANY, OTHER THAN THE PRODUCT ON SALE
| No. | SIC | Year | Notes |
| 1 | 3711 | 1990 | Faced with price competition, Chrysler officials announced they would offer as standard equipment on the Cherokee several popular options like air conditioning and power steering, effectively lowering its price. |
| 2 | 3711 | 1991 | To respond to Ford competition, Chrysler started discounting Jeep for the first time, slashing the Cherokee Limited's price by $1,200 and adding discount packages for selected options. |
| 3 | 4512 | 2007 | Last month, American fired back at JetBlue Airways in New York and Boston by giving frequent fliers there a free ticket anywhere American flies, in return for buying two round-trips on American on a route to Florida or California where it competes with JetBlue. Offering the bonus of a free ticket to most anywhere in the world makes American's frequent-flier program powerful, and cost-effective. |
| 4 | 7372 | 1991 | Microsoft won't push Excel sales by discounted pricing. Borland has used a price-cutting strategy to sell to existing Lotus users. Lotus just launched a pre-emptive strike against Microsoft by offering to give any new buyer of 1-2-3-Release 3.1 a free copy of Ami wp. |
| 5 | 7372 | 1991 | To counter Microsoft's push, Lotus gave away its $495 Ami Pro word processor for Windows w/ each sale of its high-end 1-2-3. |
| 6 | 7372 | 1996 | Microsoft's new browser is free; Navigator is $30. |
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