A retail store sells a popular cosmetic called Devine and the store manager was given $120,000 by the corporate office to improve store performance any way she thinks best. The "base case" information is a price of $26 per bottle, a contribution margin of 0.40, a customer defection rate of 15 percent, and a repurchase frequency of two times a year. If these improvement funds could be used to (a) increase the contribution margin to 0.47 or (b) reduce the customer defection rate to 12 percent or (c) increase the repurchase frequency to five times per year. Assume all other variables remain at the base case level for each of the three improvement options. Use the Excel template VLC to calculate the VLC for each option and summarize your answers using the table below. Round your answers to the nearest cent. Contribution Repurchase Defection Price Margin Frequency Rate VLC in $ $26 0.40 2 15% $ 139 (a) $26 0.47 2 15% $ 164 (b) $26 0.40 2 12% $ 166 (c) $26 0.40 5 15% $ 348 What is the best way to use $120,000 in improvement funds? The best way to use the $120,000 in improvement funds is option (a) A 1 Value of a Loyal Customer 2 Enter data only in yellow cells. 3 4 5 6 7 8 9 10 B C D OCengage Learning Not for commercial use. Revenue per unit $100.00 Percent contribution margin to profit and overhead 50.0% Repurchase frequency (purchases/year) 0.25 Defection rate 0.4 Buyer's life cycle 2.50 VLC $31.25