loss leader

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Related to Lossleader: Loss leader pricing

loss leader

A business term for an item sold to the public at or below the original cost, to entice a customer to purchase other, more expensive items.

In healthcare, a loss leader is a service provided below cost in order to attract well-insured patients in the hopes of their referring other patients in need of services, thereby generating income above the cost of the loss leader.
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The proposed 50p per unit cost is intended to stop supermarkets selling cheap booze as lossleaders fuelling binge drinking amongst local youngsters.
He flagged up supermarkets using the biggest titles as lossleaders to draw in shoppers, with UKnumber two Asda selling at a "considerably below cost" pounds 26.