Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PRODUCT SYSTEM COMPONENT SEGMENT / SET UP CHARGES
CHOICE 3 COMPONENT: PROVIDE A REBATE
| No. | SIC | Year | Notes |
| 1 | 6141 | 1989 | Discover charges no annual membership fee. Discover's fees for retailers are much lower than AmEx, Visa or Mastercard. Discover has a "cash back" feature whereby customers charging more than $3000 receive a cash refund of 1% of their total. |
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