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…showed last 75 words of 1584 total…effective marketing tool as long as the correct types of products are lowered in price. Reacting to a price war does not have to be an expensive thing to do. IGA can lower prices on stock up goods and not lose their overall margin or market share. Also, after the price war, they can increase their prices again and even raise the prices on the non-stock up goods higher than normal and still be competitive.