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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