3. Parimus Financial Services (PFS) sells a variety of individual financial products (e.g., life insurance, mutual funds, mortgages) as well as comprehensive financial plans to its customers. It currently has a customer base of 2.1 million accounts generating total revenues of $3.21 billion with a gross margin (profit) of 73 percent. It is estimated that 15 percent of the accounts (comprehensive financial plans buyers) generate 65 percent of the revenues, and the other 85 percent of the accounts (individual product buyers) generate the remaining 35 percent (gross margins are equal across the two groups). PFS has an account retention rate of 93% from year to year. PFS' chief marketing officer (CMO) is considering the following two strategic options: - Increase the retention rate from 93% to 95.5% - Change the mix of customers from 15% comprehensive plan buyers and 85% individual product buyers to 20% comprehensive plan buyers and 80% individual product buyers. Calculate the maximum amount of one-time expenditure PFS should be willing to spend right now on each strategic option. Assume a 10% discount rate