One of the two or more ways of achieving the same desired end or goal. An alternative does not have to be a close substitute for the first choice (or other alternatives), or must solve the problem in a particular way. For example, bundling, extensive promotion, lower price, money-back guaranty, special offer, etc., are all alternative ways for achieving the same end: greater sales revenue. Alternatives are mutually exclusive in the sense that if features of two or more alternatives are combined it would create a new alternative. Also called option.