Reduce Price to Improve Revenues and Margins

CHOICE 1: SELECT THE OBJECTIVE OF THE PRICE REDUCTION

2. Retain Customers

Match competitive prices

No.	SIC	Year	Notes
1	2834	2008	Britain's state-run health service agreed to pay for the lung-cancer drug Tarceva after the maker, Roche Holding, matched the price of an older, less-expensive drug. Initially it was too expensive to be made available to patients. Tarceva worked out to be
2	3571	2001	Dell Computer, which rocketed to the top of the PC market with its custom made PCs, is expected to unveil a prebuilt PC designed to compete with off-the-shelf models sold in retail stores.
3	4813	1993	With MCI's new discount collect-calling service attracting customers, AT&T began pushing a rival service at the same price. AT&T holds 75% of collect call market; MCI holds about 5% to 7%. Sprint and others hold the rest.
4	5942	2000	There is little to differentiate books so Amazon and Bn.com had to compete on price, which means online books sell for as much as 30% less than those on store shelves.
5	7513	1991	U-Haul cut prices, gaining market share from Ryder. Ryder plans to fight back with price discounts of up to 30% in some markets.