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14-31 Customer profitability, distribution. Green Paper Delivery has decided to analyze the profitability of five new customers. It buys recycled paper at $20 per case and sells to retail customers at a list price of $26 per case. Data pertaining to the five customers are: Customer 1 3 4 5 2 Cases sold 1,830 6,780 44,500 31,200 1,950 List selling price Actual selling price $26 $26 $26 $26 $26 $26 $25.20 $24.30 $25.80 $23.90 Number of purchase orders 10 18 35 16 35 Number of customer visits 3 5 12 4 12 Number of deliveries 12 28 65 25 35 Miles traveled per delivery 14 4 8 6 45 Number of expedited deliveries 0 0 0 0 Green Paper Delivery's five activities and their cost drivers are: Activity Order taking Cost-Driver Rate $90 per purchase order $75 per customer visit $3 per delivery mile traveled $1.20 per case sold $250 per expedited delivery Customer visits Deliveries Product handling Expedited deliveries 1. Compute the customer-level operating income of each of the five retail customers now being examined (1, 2,3,4, and 5). Comment on the results. 2. What insights do managers gain by reporting both the list selling price and the actual selling price for each customer? 3. What factors should managers consider in deciding whether to drop one or more of the five customers