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Home→The Westburn Dictionary of Marketing→L→loss leader

loss leader

Definition:
A product or service whose price is deliberately cut to a point below its cost in the hope of attracting additional customers willing to buy profitable items. Supermarket grocers traditionally offer a limited number of goods at deep price cuts in the hope of enticing customers into their shops.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau],.