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: OFFER A PUT
| No. | SIC | Year | Notes |
| 1 | 3711 | 1987 | Ford guarantees the trade-in price of its new Merkur Scorpios. |
| 2 | 3711 | 1988 | Chrysler recently offered car buyers in Washington, D.C., their money back if not satisfied w/ their purchase w/in 30 days or 1,000 miles. |
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