Reduce Price to Improve Revenues and Margins

CHOICE 3: USE COMPONENTS OF PRICE TO FURTHER LIMIT THE SPREAD OF THE LOWER PRICE

A. Change the Benefit Package

Change Function and Price together

No.	SIC	Year	Notes
1	2731	1990	Dover has an eclectic backlist of 4,000 titles on art, science, crafts, chess, music and architecture. Because some of these are in the public domain, they require no royalty payments – so Dover's books sell for 30% below comparable books elsewhere.
2	3571	2001	Dell Computer, which rocketed to the top of the PC market with its custom made PCs, is expected to unveil a prebuilt PC designed to compete with off-the-shelf models sold in retail stores.
3	4813	2004	Verizon began selling consumers a package of DSL and pay-TV through an alliance with satellite broadcaster DirecTV. Both local Bells and cable firms view these bundled service plans as a key tool to hold onto customers.
4	5812	2009	Restaurant chains are offering more aggressive promotional deals as they try to tempt diners in lean times. Starbucks is offering breakfast deals in which consumers can get an oatmeal and a latte or a breakfast sandwich and a coffee for $3.95.
5	6321	1991	A handful of companies have persuaded HMOs to charge on a fee-for-service basis, instead of taking the usual pre-paid fee that covers employees even if they do not need medical attention. The companies share the risk of financing medical costs.