Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: INTRODUCTORY OFFER SEGMENT / DISCOUNT AN EXISTING PRODUCT TO NEW CUSTOMERS
CHOICE 3 COMPONENT: OFFER A PUT
| No. | SIC | Year | Notes |
| 1 | 3711 | 2009 | The auto industry is trying to combat the fear among some buyers that they might lose their job and be unable to make car payments. Hyundai Motor in January launched its "Assurance" campaign. The goal is to allay fears of a large purchase during a time of widespread layoffs. Hyundai's program allows buyers who lose their jobs to return a vehicle without taking a hit on their credit score and obtain a refund of up to $7,500, consisting of their down payment and amount of loan paid down. The program is effective after two payments. Hyundai extended the program to cover three months of car payments so that people who lose their jobs can keep their vehicle for that period. |
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