fee - charge (money)⏎
markdown - cheapen, reduce price⏎
gimmick - trick, novelty, contrivance⏎
hardball - aggression, firmness, determination⏎
instruction - information, command⏎
escalate - increase, grow, make more serious⏎
influence - motivate, modify, bias, authority⏎
guidance - help, advice, instructions, tips⏎
elect - choose, vote for, chosen⏎