undersell
Meaning
to sell something at a lower price than a competitor
to present or describe something as less good, important, or valuable than it really is
Structure
Usage
the large supermarket chain can afford to undersell smaller local shops.
don't undersell your previous experience during the job interview.
the company was accused of trying to undersell its rivals to gain market share.
Etymology
The word 'undersell' is a transparent compound formed from two native English elements. The prefix 'under-' carries its ancient Germanic sense of 'lower in position or degree', which in this context implies a lower price or a diminished valuation. Combined with the verb 'sell', from the Old English commercial term sellan, the compound literally means 'to sell at a lower level'. This literal sense evolved into two modern abstract meanings: the commercial practice of undercutting a competitor's price, and the metaphorical act of devaluing or downplaying the worth of something, such as an idea or an achievement.
Analysis
under: from old english under, of germanic origin; a preposition/adverb prefix meaning 'beneath, below, lower, less than'. sell: from old english sellan, of germanic origin; a verb meaning 'to give in exchange for money'.