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underprice

[uhn-der-prahys] /ˌʌn dərˈpraɪs/
verb (used with object), underpriced, underpricing.
1.
to price (goods or merchandise) lower than the standard price or fair value.
2.
to undercut (a competitor) by underselling or setting prices below actual cost.
Origin
1750-1760
1750-60; under- + price
Dictionary.com Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2014.
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Examples from the web for underprice
  • Still, some companies underprice their premiums for new policyholders, then raise premiums dramatically.
  • Perhaps they will probably be less likely to underprice such risk in the future.
  • They compete for market share ferociously and are quick to underprice their product, given the opportunity.
British Dictionary definitions for underprice

underprice

/ˌʌndəˈpraɪs/
verb
1.
(transitive) to price (an article for sale) at too low a level or amount
Collins English Dictionary - Complete & Unabridged 2012 Digital Edition
© William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012
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