Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: VOLUME PURCHASED SEGMENT / PACKAGE OF SAME PRODUCT
CHOICE 3 COMPONENT: CHARGE PER UNIT OF CURRENCY INVOLVED IN THE TRANSACTION
| No. | SIC | Year | Notes |
| 1 | 6211 | 2000 | Merrill Lynch's online Unlimited Advantage program offers investors trading, research and advisors for a flat, asset-based fee. Over a certain volume, it starts to cost less than the old per-transaction commission. It took Merrill Lynch so long to roll out the product partially because it took a long time for them to convince their brokers they were better off cannibalizing themselves than watching the business walk out the door. |
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