Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PERFORMANCE PERCEPTION SEGMENT / A BRAND WITH PERFORMANCE (I.E., FUNCTION, RELIABILITY AND CONVENIENCE) AT THE LOWER END OF THE BRAND CATEGORY
CHOICE 3 COMPONENT: CHANGE CONVENIENCE AND PRICE TOGETHER
| No. | SIC | Year | Notes |
| 1 | 4512 | 1996 | By offering fares that are sometimes 10% cheaper than daytime rates, America West's late-night flights often fill up. |
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