Reduce Price to Improve Revenues and Margins

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

D. Change the Optional Components of Price

Provide a sample of the product

No.	SIC	Year	Notes
1	2711	2006	Subscribers can now renew their Business Week subscription and send a year-long subscription to the person for only $59.97. That's a savings of 88% off the cover price for both subscriptions.
2	3679	1995	When Computer Associates International Inc. introduced its accounting program, Simply Money, in 1993, it gave away its first million copies for free, for word-of-mouth advertising and to persuade customers to buy upgrades and related programs.
3	4899	1996	AT&T launched its Internet-access service by giving its long-distance customers entry to the network for free. Customers get 5 free hours a month plus $2.50 for each additional hour. They'll be charged $19.95/mo. after first year.
4	5735	2004	In Apple's iTunes Music Store, users can browse and listen to 30-second clips for free, and buy songs for 99 cents each, or about $10 for most albums.
5	6021	2003	Washington Mutual allows other banks' customers to use its ATM machines without paying the customary $1.50 surcharge. But other fees still apply. Washington Mutual still charges its own customers $1.50 for using another bank's ATM.