Raise Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RAISE PRICE, RECOVER THE INCREASED COST OF CURRENT PERFORMANCE
CHOICE 2 ISOLATE SEGMENTS: CUSTOMER SEGMENTS WITH HIGH SERVICING COSTS
CHOICE 3 COMPONENT: ELIMINATE FORMS OF DISCOUNT
| No. | SIC | Year | Notes |
| 1 | 6211 | 1987 | Since negotiable commissions were instituted in 1975, institutional traders have bargained with full-service firms to a rate of 5 cents a share. Most individuals trade at posted rates, which have climbed about 12% to an average of 42 cents a share. |
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