Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: VOLUME PURCHASED SEGMENT / VOLUME DISCOUNT DOLLAR AMOUNT BASED ON REACHING STATED PURCHASE TARGETS
CHOICE 3 COMPONENT: CHANGE THE LIST PRICE
| 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. |
| 2 | 6211 | 2004 | Charles Schwab announced that it will slash prices for trading commissions. And not by a little. Fees are coming down 33% for most online trades and by 66% for wealthier customers with more than $1 million in assets at Schwab. The move will cost $95 million in lost revenue. |
| 3 | 6211 | 2004 | Schwab will offer $9.95 trades to clients with $1 million in household assets, down from $29.95, and is lowering commissions to $19.95 for a range of additional clients. |
| 4 | 7372 | 1998 | Microsoft offers volume discounts to PC makers that help it hit its goals. |
| 5 | 7514 | 2005 | Seeking to appeal to summer road trippers, Avis is offering $75 off a long-term rental of a convertible or roadster in the New York and Tri-State area. |
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