Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: VOLUME PURCHASED SEGMENT / VOLUME DISCOUNT OF PERCENTAGE OF VALUE OF PURCHASES OVER TIME
CHOICE 3 COMPONENT: WAIVE FEES OR MAKE A ONE TIME OR PERIODIC PAYMENT
| No. | SIC | Year | Notes |
| 1 | 6211 | 2000 | American Express offers free trade for those with more than $100,000 in assets and unlimited free purchase orders for those with more than $25,000. The freebie has attracted a lot of customers, however the site is better suited for long-term investors. |
| 2 | 6211 | 2000 | American Express is offering commission-free online brokerage accounts for customers with at least $100,000 in assets. American Express will charge fees through its financial advisors who do planning and consulting. |
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