32 You have been hired by the No Flight Golf Company, and your first task is to decide whether to market a new golf ball utilizing breakthrough technology and, if so, determine the price. The payoff of your decision will be affected by whether your competitor will market similar balls and the price of their golf balls after you go to market. The cost to market the golf balls is $80,000, and the probability that your competitor will enter the market is 0.75. The following table describes the payoffs of each pricing combination, assuming that No Flight will have competition:

COMPETITOR’S PRICE OUR PRICE HIGH MEDIUM LOW High $400,000 $250,000 $ 25,000 Medium $475,000 $325,000 $175,000 Low $350,000 $250,000 $125,000 If No Flight sets its price high, the probability that the competition will set its price high, medium, and low is 0.3, 0.55, and 0.15, respectively. If No Flight sets its price medium, the probability that the competition will set its price high, medium, and low is 0.2, 0.7, and 0.1, respectively. Finally, if No Flight sets its price low, the probability that the competition will set its price high, medium, and low is 0.15, 0.25, and 0.6, respectively.

If No Flight has no competition for its new golf balls, its expected payoff for setting the price high, medium, and low is $600,000, $500,000, and

$400,000, respectively, excluding marketing costs.

Do you recommend marketing the new golf balls? If so, what is your pricing recommendation?