Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: INDIVIDUAL CUSTOMER SEGMENT / A SPECIFIC CUSTOMER SEGMENT
CHOICE 3 COMPONENT: OFFER A COUPON
| No. | SIC | Year | Notes |
| 1 | 4724 | 2002 | Online travel service, Orbitz, is offering discount coupons advertised on the company's "gay micro site" tailored to the interests of gay and lesbian travelers. Visitors to the site are more likely to make a purchase than visitors to the main site. Niche marketing allows the company to appeal to more lucrative customers and attract their loyalty. Those who redeem the coupons will receive promotional notifications about gay travel. |
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