Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PRODUCT SYSTEM COMPONENT SEGMENT / A PART OF THE MAIN PRODUCT
CHOICE 3 COMPONENT: PROVIDE A FREE, OR HEAVILY DISCOUNTED, PRODUCT FROM THE COMPANY, OTHER THAN THE PRODUCT ON SALE
| No. | SIC | Year | Notes |
| 1 | 3651 | 2009 | Hoping to attract more e-book fans, Amazon.com has sliced $60 off the price of its 6-inch Kindle 2 electronic reader. The Kindle became available for $299 on the online retailer's Web site Wednesday. This is the first time Amazon has dropped the Kindle's price from its original $359 since the product came out in 2007. The second-generation Kindle 2 went on sale in February. |
| 2 | 3715 | 2003 | Volvo has increased penetration of its Volvo engines in Volvo-brand trucks from 10% to about half, the rest being sold with Cummins engines. Customers get up to $1,500 off the cost of a Volvo truck-which range in price from $70,000 to $120,000-if they pick a Volvo engine. |
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