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ABC Corporation has developed a new augur - Model 1 2 3 - that has been designed to outperform a competitor's best - selling augur.

ABC Corporation has developed a new augur-Model 123-that has been designed to outperform a competitor's best-selling augur.
The competitor's product has a useful life of 60,000 hours of service, has operating costs that average $1.80 per hour, requires $10,000 of maintenance and sells for $193,000.
In contrast, Model 123 has a useful life of 180,000 hours of service, requires $15,000 of maintenance and its operating cost is $1.10 per hour.
From a value-based pricing standpoint what range of possible prices should ABC consider when setting a price for Model 123?
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