As Souter reflected on the pricing problem, she couldn$$t help feeling that an economic analysis of the options would help. Of course, she would not let her decision be dictated by pure financial consideration.

She was just not comfortable with the idea of introducing a scheme that would make money for the company but hurt the taxi drivers during these difficult economic times. Perhaps the radio fees could be structured in a manner that would benefit both the drivers and the company, supported also by a persuasive and strong marketing communication strategy. What scheme$/$fee structure and what marketing communication strategy would that be$?$

Please, present a very well$-$supported $($citing references$)$ and elaborated$/$detailed answer, trying to present the marketing implications of your answer $($Showing application of concepts studied and discussed during the class sessions, critcal thinking and creativity$)$