Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 ISOLATE SEGMENTS: PUBLIC RELATIONS SEGMENT
CHOICE 3 COMPONENT: PROVIDE A FREE, OR HEAVILY DISCOUNTED, PRODUCT FROM THE COMPANY, OTHER THAN THE PRODUCT ON SALE
| No. | SIC | Year | Notes |
| 1 | 4512 | 2005 | While other carriers have implemented or raised fees for unaccompanied minors, Southwest Airlines and JetBlue both offer the service for free for minors under the age of 11. They ensure that minors are cared for and picked up by the proper person at the end of the flight. This service has generated goodwill for the company. |
| 2 | 4812 | 2009 | Virgin Mobile USA Inc. matched its rivals with a $50 unlimited wireless calling plan and unveiled a program to temporarily help customers who have lost their jobs. It added unlimited night and weekend minutes to its less expensive plans in a bid to capture a growing population of people looking to save money and avoid service contracts. |
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