Question: Using the information given in Figure 2 - 1 8 ( page 6 0 ) and Figure 2 - 2 0 ( page 6 1

Using the information given in Figure 2-18(page 60) and Figure 2-20(page 61), what will the Marketing ROI for the Traditional Buyers segment become if the average selling price is changed from $180 to $200, while the unit cost remains at $54?(Read pages 59-63. You may use an excel sheet to do the calculations.) Compute Gross Profit using this formula: Gross Profit = Market Demand x Market Share x Gross Profit per Unit = Market Demand x Market Share x (Average Selling Price x [1 Channel Discount%] Unit Cost).

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