Penetration Pricing
Pricing strategy setting a deliberately low initial price to gain market share quickly, then raising the price once the ...
Real World
When Netflix entered the UK in 2012, it priced subscriptions at £5.99/month — far below Sky's packages — to rapidly build a subscriber base before gradually raising prices.
Exam Focus
Distinguish penetration pricing from predatory pricing in exams: penetration aims to grow share, not eliminate rivals.
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