Question
Suppose a retailer selling a product operates in a market with multiple segments where customers differ in the product's valuation levels. Customers who value the
Suppose a retailer selling a product operates in a market with multiple segments where customers differ in the product's valuation levels. Customers who value the product at $10 fall into Segment A. Segment B comprises customers who value the product at $40. Segment C consists of customers whose valuation level for the product is $70. Finally, segment D includes customers with a valuation level of $100. There are 240 customers in the market, and each segment has an equal number of customers. Thirty-five new customers join each segment each year.
According to the laboratory experiment conducted at the product's design stage, the product can last for one year with a probability of 0.45 and for two years with a probability of 0.55. Accordingly, in each segment, 45% of customers are in need of the product each year, whereas 55% can await one more year due to having the product that is already functioning properly.
Determine a pricing policy that maximizes the total profit that the retailer can achieve over the next twenty years. Conduct your analysis on Excel.
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