David is developing a strategy for his company that sells tour packages. He discovers that if his tours include rooms in no-frills hotels and provide only limited time with a guide at the destination, instead giving tour members brochures that suggest self-guided walking tours and popular tourist destinations they can find on their own, he can sell his packages for up to 25% less than his major competitors do. He plans to market his tours with inexpensive late-night infomercials.