please help. take your time. all one question.

Extreme Tablet Inc. (ETI) produces tablet computers. ETI markets three different handheld models. Pro is a souped-up version for the executive on the go; Consumer is a consumer-oriented version; and Lite is a stripped-down version for the young adult market. You are ETl's senior vice president of marketing. The CEO has discovered that the total contribution margin came in lower than budgeted, and it is your responsibility to explain to him why actual results are different from the budget. Budgeted and actual operating data for the company's third quarter of 2018 are as follows: Budgeted Data: Budgeted Operating Data, Third Quarter 2018 Selling Price Variable Cost Sales Volume Market per Unit in Units Volume $379 $182 12,500 20,000 Consumer 269 98 37,500 40,000 Lite 149 65 50,000 65,000 Actual Data: Actual Operating Data, Third Quarter 2018 Selling Price Variable Cost Sales Volume Market per Unit in Units Volume $349 $178 11,000 17,500 44.000 50.000 55.000 57.500