The market price for a product has been $73 per unit, but competitive pressures have reduced the market price to $69. The firm manufactures 17,000 of these products per year at a manufacturing cost of $53 per unit (including $30 fixed cost and $23 variable cost per unit). Other selling and administrative costs for the product are $7 per unit.

The firm ignores competitive prices because it has a differentiated product. It uses full manufacturing cost-based pricing with a 40% markup. What is the firm's price?(Round your answer to 2 decimal places.)