You are the general manager of Happy Holidays Fitness and Racquet Club. Happy Holidays is a high-end club (i.e., uppermiddle class to upper class), one of four in the area. The club has recently invested in a major remodeling, adding more court space for tennis and racquetball, free weight area, expansion of the dance exercise space, and a proshop. How will you determine the new fee structure for memberships? How will you establish retail prices for items sold in the proshop? In answering each question, describe the steps that you will take and how you will evaluate your pricing structure.