Raise Price to Improve Revenues and Margins

CHOICE 3: USE THE COMPONENTS OF PRICE TO FURTHER CONTROL THE EXTENT OF THE HIGHER PRICE

C.
Change the List Price

No.	SIC	Year	Notes
1	2084	2001	Many customers are abandoning California wines for lower-priced imports from Australia, South Africa, Chile and elsewhere. The strong U.S. dollar has helped make imports more affordable. Domestic wineries in California had doubled or tripled prices during the past five years. Diamond Creek Vineyards increased the price of its wines from $50 a bottle to $175. Caymus Vineyards increased the price of their Napa Cabernet Sauvignon from $24 to $75 and Robert Mondavi raised the price of its reserve Cabernet from $60 to $120.
2	3721	1998	Boeing decided to raise the base price of most of its jetliners by 5%.
3	4512	2004	In markets with the least competition, which include Boston, Dallas, Minneapolis and Cleveland, major airlines are keeping a tight grip on high fares, even as they continue to slash prices elsewhere to stay competitive.
4	6141	2008	Card issuers from Bank of America to Capital One are using the economic crisis as a reason to raise interest rates. 37% of banks have increased rates, compared with 24% in April and 10% in January.
5	7299	2009	Bill creep also preys on inertia. Once you've rented a storage unit and filled it with items- valuable or otherwise- that don't fit in your house, it's tough to clean it out, even if the cost keeps rising. Last year, a typical 10-by-10 foot storage unit cost $83.45 a month, or more than $1,000 a year, up from $79.87 a month.

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