Comatas Company produces and sells picture frames. One particular frame for 8 x 10 photos was an instant success in the market, but recently competitors have come out with comparable frames. Comatas has been charging $11.50 wholesale for the frames, and sales have fallen from 1 1,500 units last year to 6,000 units this year. The product manager in charge of this frame is considering lowering the price to $9.00 per frame. He believes sales will rebound to 11,500 units at the lower price, but they will fall to 5,000 units at the $11.50 price. The unit variable cost of producing and selling the frames is $6.00, and $69,000 of fixed cost is assigned to the frames. Requirements 1. Assuming that the only prices under consideration are $9.00 and $11.50 per frame, which price will lead to the largest profit for Comatas? Explain why. 2. What subjective considerations might affect your pricing decision? Requirement 1. Assuming that the only prices under consideration are $9.00 and $11.50 per frame, which price will lead to the largest prot for Comatas? Explain why. The total prot at the $9.00 price would be $D; whereas the prot at the $11.50 price would be $El. The El price per frame should be chosen as it results in greater prots. - $11.50 $9.00