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

Make more than one change in Function, Reliability and Convenience benefits, along with the Price change

No.	SIC	Year	Notes
1	3577	2001	Recycled printer cartridges have created new industry, and companies such as GRC and Magnolia Ink are filling the niche. A new print cartridge costs between $30-$250 but a used one is 50%-60% less. This helps both the consumer and the environment.
2	4513	2003	Brand-new Boeing 777s are selling for $165 million–and competing with 10-to15-year-old 737-300s available for $5 million to $8 million and 20-year-old 737-200s at $1.5 million. A wide-body 250-seat Boeing 767-300ER, which sold new for $65 million in 199
3	5999	2002	Overstock says it sells most of its products at 60% below retail. The company lists 6,000 items on the site, up from 4,000 a year ago. Smart Bargains carries much the same types of products as Overstock. ReturnBuy sells only consumer electronics.
4	6211	1999	Online brokers are cheaper. But even in the online world, you get what you pay for, Business Week says. The $29.95 you pay for a trade at Charles Schwab brings more research and better tools than does the $20 at DLJdirect Inc.
5	7372	2009	When Westcon complained of high costs for Microsoft's portfolio of business software, a sales rep offered him a new version of Exchange—an e-mail systems software—for a monthly fee, while Microsoft maintained the bulky program and data on its own servers.