Reduce Price to Improve Revenues and Margins

CHOICE 3: USE COMPONENTS OF PRICE TO FURTHER LIMIT THE SPREAD OF THE LOWER PRICE

A. Change the Benefit Package

Change Convenience and Price together

No.	SIC	Year	Notes
1	4522	2006	Charter aircards offer a cheaper option for travelers wishing to use private jets. They often seek lower prices on flights that would normally be empty as a jet is either returning to its home base or going to pick up passengers in another city.
2	5735	2007	Many movie studios are reluctant to put their films up for rent or sale on Apple's iTunes service because of Apple's pricing. Apple generally charges $14.99 for new titles compared with $18 for a new DVD, undercutting income for the studios.
3	6211	2000	Merrill Lynch's Unlimited Advantage account offers human advice and unlimited Web phone or broker-based trading for an annual fee of 1% of assets (minimum fee $1,000).
4	7011	2001	Starwood's W hotels saw occupancy rates in September 2001 plunge 20 to 25 percentage points from its level in the high 80s prior to September 11. About 30 days later, occupancy bounced back, climbing to 3 or 4 percentage points of year-earlier numbers.
5	7514	2005	In response to soaring gasoline prices and the onset of the summer travel season, rental car companies are luring customers in with bargains. Budget Rent-A-Car is offering one-way rentals from Arizona to California at only $9.99 a day for an economy car.