The market price for a product has been $76 per unit, but competitive pressures have reduced the market price to $72. The firm manufactures 17,500 of these products per year at a manufacturing cost of $54 per unit (including $28 fixed cost and $26 variable cost per unit). Other selling and administrative costs for the product are $10 per unit.

The firm ignores competitive prices because it has a differentiated product. It uses full manufacturing costbased pricing with a 48% markup. What is the firms price?