B&B has a new baby powder ready to market lf the firm goes directly to the market with the product, there is only a 60 percent chance of success. However, the firm can conduct customer segment research, which will take a year and cost $1.11 million. By going through research, B&B will be able to better target potential customers and will increase the probability of success to 75 percent. If successful, the baby powder will bring a presant value profit (at time of initial selling) of $18.1 million. If unsuccessful, the present value payoff is only S5.1 million. The appropriate disoount rate is 14 peroent. Calculate the NPV for the firrm if it conducts customer segm immediately. (Enter your answers in dollars, not millions of dollars, e.g., 1,234,567. Do not round intermediate calculations and round your answers to 2 decimal places, e.g., 32.16.) ent research and if it goes to market NPV Market immediately Research option Should the firm conduct customer segment research or go to the market immediately? conduct research Market immediately References Book & Resources Worksheet Difficulty: 1 Basic Section: 7.4 Decision Trees